Waitrose is bringing the stories behind its organic producers to life by launching an organic marketing initiative to support the Soil Association’s Organic Month this month.
Waitrose Organic Kitchen will feature content created by gardening expert and established Waitrose ambassador, Alan Titchmarsh, who will be joined by broadcaster Ellie Harrison. Together, they will explore organic food and how it’s grown to help customers understand the origins of their organic products.
As part of Waitrose Organic Kitchen, Ellie Harrison will write a weekly column over four weeks in Waitrose Weekend, the supermarket’s newspaper, starting this week. Ellie’s columns will focus on the work of organic farms and their produce as well as cooking with organic ingredients. She will also introduce features with four Waitrose Duchy Organic producers who are providing products as diverse as tea, lemon curd, eggs and quinoa.
Inviting people to share in a behind-the-scenes look at the world of organic produce, Alan Titchmarsh has interviewed grower Joe Rolfe, who manages the 500-acre organic farm, Taylorgrown, in Kings Lynn in Norfolk, and supplies organic broccoli, cauliflower and carrots to Waitrose. The film will be available online for Waitrose TV later in the month and, together with a profile of organic apple and pear grower, Nick Moor, who owns the 165-acre Nichol Farm in Teynham in Kent, will give an insight into the day-to-day practicalities of organic farming.