Waitrose is to launch a new TV channel dedicated to gardening tomorrow which will feature celebrity gardener and brand ambassador Alan Titchmarsh.

The new channel, which is accessible at www.waitrose.tv, will feature advice from Titchmarsh alongside a number of other experts.

Much of the content for Waitrose TV will be filmed in a garden at Longstock nursery, part of the grocer’s 4,000 acre Leckford estate.

Visitors to Waitrose TV will be able to watch videos filmed in the garden and presented by TV gardener Matt James. A series of 12 short ‘how to videos’ will launch fortnightly from July to October.

Waitrose marketing director Rupert Thomas said: “We’ve always known that our customers enjoy gardening. Horticulture is a key area for growth within our business and we have expanded the range of plants and gardening tools in our shops and online.

“Alan’s authority and knowledge really comes to the fore through this new channel, which will provide trustworthy advice to seasoned gardeners and horticultural novices alike.”

Titchmarsh will this week front his first TV advert for Waitrose marketing its in-season British strawberries. The ad debuts tomorrow.

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