How the Royal Horticultural Society uses ambassadors to cultivate a greener future for everyone
In short: Founded in 1804, the Royal Horticultural Society has evolved into a global force for gardening excellence. By appointing diverse ambassadors—from Alan Titchmarsh to Mary Berry—the charity aims to inspire, involve, and inform new generations, proving that the art and science of horticulture are essential for modern life and wellbeing.
The Royal Horticultural Society (RHS) operates with a clear mission: to serve as the world’s leading gardening charity by championing the science, art, and practice of horticulture. Since its inception in 1804, the organization has relied on a structured framework of guiding principles—Inspire, Involve, Inform, and Improve—to shape its outreach and educational efforts. Central to this strategy is the ambassador program, which leverages the influence of prominent figures to broaden the appeal of gardening across diverse demographics.
Alan Titchmarsh, a writer and broadcaster, has been a pivotal figure in this mission. Serving as a Vice President since 2009, he became the founding RHS Ambassador in 2013. His role, alongside other high-profile figures like Mary Berry, who joined in 2014, and more recent additions like Jo Whiley and Nicki Chapman in 2022, is to bridge the gap between expert horticultural knowledge and the general public. These ambassadors act as advocates for specific causes, ranging from the Planet-Friendly Gardening Campaign supported by Arit Anderson and Kate Bradbury, to the promotion of inclusivity and accessibility championed by figures like Sue Kent and Manoj Malde.
The program is strategically designed to reach various sectors of society. While some ambassadors focus on professional development and careers in horticulture, such as Adam Frost and James Wong, others emphasize the therapeutic and community benefits of growing plants. For instance, Jekka McVicar highlights the connection between horticulture and wellbeing, while George Hassall focuses on inspiring children through school gardening. By utilizing such a wide array of voices, the RHS ensures that its message of environmental stewardship and personal growth remains relevant, accessible, and engaging for everyone, regardless of their background or previous experience with the natural world.
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Sources
- Summary by Intellect · source: Interview with Alan Titchmarsh | RHS Ambassador | Royal Horticultural Society
- Also: RHS Ambassadors / RHS Gardening
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