MILTON KEYNES: Homebase hopes that Jamie Oliver, the celebrity chef who helped revive Sainsbury's fortunes a decade ago, will have the same effect on its sales.
He will launch a range of seeds, compost and pot plants and become the company's face of gardening. It will pit him against Alan Titchmarsh, who promotes all things horticultural at rival B&;Q.
A spokesman for Homebase said: "Jamie and Homebase are working together to encourage the British public to eat well and understand where their food comes from. The new and exclusive range of grow your own fruit, vegetables, herbs, compost and a range of outdoor cooking equipment allows everyone to see their food go from seed to plate.
"Anything with celebrity branding is going to be very big at Homebase. Products will be across several different categories, including gardening."
