Seeds of Change is putting £1.4m behind its 2009 Dig your Dinner campaign to encourage shoppers to grow their own organic produce.

Launching on 31 March, the campaign, backed by celebrity gardener Rachel De Thame, urges consumers to experiment with growing in gardens, veg boxes and on patios and support organic growing charity Garden Organic. By boosting sales from its heritage seed library, the charity hopes to save endangered vegetable varieties from extinction and is highlighting 10 tomato varieties.

Garden Organic receives 1% of Seeds of Change’s net sales under the brand’s 1% fund, set up to aid sustainable organic agriculture. “As the recession encourages more people to grow their own, we see a real opportunity to educate people on organic growing,” said Seeds of Change brand manager Gemma Kew.