How the Royal Horticultural Society cultivates a new generation of green-thumbed ambassadors
In short: Founded in 1804, the Royal Horticultural Society has evolved from a traditional gardening institution into a modern powerhouse for horticultural advocacy. By enlisting diverse ambassadors—from television presenters to expert botanists—the charity aims to inspire, involve, and inform the public, proving that the art of growing remains vital today.
The Royal Horticultural Society (RHS) operates with a clear, century-spanning mission: to serve as the world’s leading gardening charity. Since its inception in 1804, the organization has focused on promoting excellence in the science, art, and practice of horticulture. Its guiding principles—Inspire, Involve, Inform, and Improve—serve as the foundation for its outreach efforts, which seek to bridge the gap between professional expertise and public enthusiasm.
Central to this mission is the RHS Ambassador program, which has expanded significantly since its inception. Alan Titchmarsh, a veteran of the Ilkley Council Parks Department and the Royal Botanic Gardens, Kew, has served as a founding ambassador since 2013. His career, which transitioned from hands-on apprenticeship to high-profile broadcasting, mirrors the society's broader goal of elevating horticultural careers and skills. He is joined by a diverse cohort of figures, including Mary Berry, who promotes food growing, and Jekka McVicar, who highlights the links between gardening and personal wellbeing.
The program’s reach has grown notably in recent years, particularly with a surge of appointments in 2022. These ambassadors represent a wide spectrum of expertise, from floral artists like Simon Lycett to wildlife advocates such as Kate Bradbury. By leveraging these voices, the RHS targets specific demographics, including secondary school children, community groups, and the disabled community. Whether through the Planet-Friendly Gardening Campaign or initiatives focused on accessibility, the society is actively working to ensure that the joy of growing is shared across all generations and backgrounds.
Ultimately, the RHS functions as a hub for horticultural advocacy. By integrating professional designers, scientists, and media personalities, the society maintains its relevance in a changing world. The ambassador network serves as a mechanism to demystify gardening, encouraging new audiences to simply 'have a go' while simultaneously championing the professional standards that have defined the organization for over two centuries.
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Sources
- Summary by Intellect · source: In conversation with Alan Titchmarsh | RHS Ambassador | Royal Horticultural Society
- Also: RHS Ambassadors / RHS Gardening
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