Jersey Royal new potatoes will feature in Sainsbury’s next Jamie Oliver-themed television adverts.
Oliver spent three days in Jersey last week filming the two commercials, one of which is understood to show the TV chef in a potato field, while in the other he cooks a recipe featuring Jersey Royals.
The farm featured is Jersey’s steepest, and it provides stunning views of Gorey Castle and the sea beyond.
The ads are due to be aired from the first week of May, when lifting of the famous spuds is beginning to get into full swing.
It represents a huge fillip to the island’s growers, who this year have had to contend with an unusually harsh winter that has delayed harvesting - which usually begins at the end of March - by at least two weeks. Mike Tait at the island’s agricultural department said Sainsbury’s choice of Jersey Royals for its next ad campaign was “terrific news”.
A Sainsbury spokesperson said: “The Jersey Royal potato is widely recognised as an outstanding variety. We are committed to supporting British growers, and Jersey Royal potatoes signal the start of the British new potato season.”
Jersey’s own TV ad for its potatoes was filmed this week. Starring grower Peter Le Maistre - who won a competition to be the face of Jersey Royals - it will also be aired next month.
Around 30,000 tonnes of Jersey Royals are produced each year during a season that runs until July. The UK mainland buys almost the entire crop, with 85% of it sold through supermarkets.