R & L Holt becomes face of Sainsbury's tomato campaign

Roly Holt has been announced as the face of Sainsbury’s campaign to back British-grown tomatoes.

For the next six weeks, Mr Holt will feature on shelves in the supermarket chain’s shops across the country.

“We’re delighted that Sainsbury’s are promoting the peak of British tomato season, showing the appetite in this country for British-grown produce,” said Mr Holt.

“We’re also really proud to be featured so prominently in the promotion, putting local British growers on the map and showcasing the amazing tomatoes we produce in this country.”

Roly Holt's face will appear on shelves in Sainsbury's across the country

The promotion coincides with British Tomato Fortnight, an annual campaign celebrating the peak tomato growing season in Britain.

The campaign, run by the British Tomato Growers’ Association, began this year on May 23 and will run until June 5.

Family-run business R & L Holt has been producing tomatoes in the Vale of Evesham since 1980, working closely with Evesham Vale Growers for over twenty years.

Now, Mr Holt will feature on the standalone shelves in Sainsbury’s stores which will be packed with fresh tomatoes grown in Britain, making it easier for customers to shop locally.

It will also help the industry bounce back after events such as Covid-19 and the invasion of Ukraine left fruit and veg growers facing labour shortages, manufacturing delays, and rising energy prices.

Julie Woolley, who helps run the British Tomato Growers’ Association, said: “Against all the odds this year, growers like R & L Holt have worked incredibly hard with retailers to keep up with demand for fresh, juicy British tomatoes.

“It’s fantastic to see them front and centre in one of the country’s leading supermarkets.

“At a time when supporting home-grown produce is more important than ever, buying British tomatoes is better for the local economy and more sustainable because they travel less miles to your plate.

“They’re definitely tastier too! We ask shoppers to keep an eye out for British toms in their local Sainsbury’s.”