News Organic Sector Development

Discover organic with the launch of a new cookbook

In Discover Organic, celebrities, chefs and home cooks share their passion for organic food, and show just how easy it is to eat organic.

Over 60 recipes from organic lovers Kate Humble, Lorraine Pascale, David Haye, Raymond Blanc and more

23 August 2011: A ground-breaking new cookbook, Discover Organic, is being launched today by the Why I Love Organic campaign in time for Organic September 2011.

In Discover Organic, celebrities, chefs and home cooks share their passion for organic food, and show just how easy it is to eat organic. Their stories and recipes demonstrate how eating organic doesn’t have to be difficult, exclusive or expensive. It’s practical, great tasting, better for nature and above all – something we can all make part of every mealtime.

This beautifully illustrated cookbook features 70 delicious recipes from well-known personalities and TV chefs including BBC presenter Kate Humble, Boxer David Haye, Chefs Raymond Blanc and Lorraine Pascale and former F1 World Champion racing driver Jody Scheckter. 

Talking about her involvement in the new cookbook, BBC Presenter Kate Humble commented; ‘Food is our daily fuel and our children’s future, so as consumers and as citizens, it’s important to make the right food choices. When I buy organic it's because of the wildlife factor. I am 100% in favour of farmers looking after wildlife and many farmers do that.  But with organic you get the extra reassurance on the label."

Tasty recipes such as Lorraine Pascale’s Foccacia Bread and Raymond’s Apple Tart ‘Maman Blanc’ will accompany advice and tips on cooking seasonally as well as interesting tales about why well-known personalities choose organic food.

TV Chef, Matt Tebutt, who’s contributed five of his favourite organic recipes for the book says; ‘For a real sense of why organic food matters, go for a walk in the countryside on a fine summer’s day. Just seeing a vibrant natural meadow, filled with a dizzying number of grasses, flowers and happy insects, reminds me what the British countryside should look like – unspoilt and gently worked.”

Catherine Fookes, Campaign Manager for Why I Love Organic, commented; “With the explosion of interest in our food and where it comes from as well as growing concern for the environment, we know that organic is here to stay. We want to share and spread that passion, and what better way than to showcase organic ingredients at their very best. In leafing through the cookbook, a strong message emerges. Organic food is for everyone, and for every day of the week.”

Discover Organic (RRP £14.99) will be available in selected Waitrose stores across the UK from September 2011. You can also order a copy online from

For more information on the campaign, visit

- Ends  -

For further information, recipes or photos please contact:
Nicola Sansom or Hatti Pickering at Haygarth, 0208 971 3300 or

Notes to editors:

Discover Organic

Preview recipe: Kate Humble’s Catalan Chicken
I produce chickens at home and one day I took one round to give to a friend. Together we transformed it into our own version of Catalan Chicken!  So, this recipe was born.

The recipe combines chocolate, prunes, cinnamon and pine nuts, which all regularly appear on Catalan menus, in one guise or another. It may sound like a strange combination, but it is delicious! I always joint up a whole chicken but you could do this with a mixture of thighs and legs.

1 tbs olive oil
1 onion, finely chopped
1 organic free-range chicken, cut into at least 8 pieces
1 tin of tomatoes
1 small bag of prunes
4 cloves of garlic, crushed
A couple of handfuls of pine nuts
1 tbs ground almonds
1 tsp Cinnamon
25g dark organic cooking chocolate

1. Soften the onion very slowly, with the lid on for as long as it takes. At least 15 minutes.
2. Whizz up the tin of tomatoes and, when the onions are soft and translucent, add the tomatoes and crushed garlic.
3. Cook for another 10–15 minutes gently simmering so it reduces. This is the basis of lots of Catalan dishes, and is called the “sofregit.”
4. Brown the chicken and add to the tomatoes and onions. Add the rest of the ingredients bar the chocolate & pine nuts. Season generously. Put the lid on pan and bring to a simmer on a low heat. Meanwhile toast the pine nuts put aside.
5. After 30 minutes or so, when the chicken is cooked, grate the chocolate into the pan, and add the toasted pine nuts.

Serve with boiled new potatoes with parsley and a salad.
Full list of contributors:
• Kate Humble, TV Presenter
• David Haye, Boxer and former-heavyweight champion of the world
• Raymond Blanc, Chef
• Lorraine Pascale, Celebrity Chef 
• Anthea Turner, TV Personality
• Matt Tebbutt, Chef and TV Presenter
• Jody Scheckter, former F1 World Champion racing driver
• Peter Sidwell, Chef
• Merrilees Parker, Celebrity Chef and TV Personality
• Georgina Downs, founder of the UK Pesticides Campaign
• Gordon McDermott, Executive Chef of Waitrose Cookery School
• Carole Bamford, Daylesford Founder

About the Organic Trade Board
The Organic Trade Board (OTB) is a trade body run by industry, for industry. It is a not-for-profit organisation made up of over 140 companies who want to share the benefits of organic and change the perception of the organic industry in the UK.  For further information, please visit

The Organic Trade Board has collectively pledged £300,000 per year, which the EU has agreed to match. The total budget for the three year campaign is £1.8m.

About Sustain, the alliance for better food and farming
The charity Sustain submitted the bid to the EU on behalf of the organic industry and is now responsible for managing the campaign.

About the Campaign – Why I Love Organic
The campaign, which consists of a combination of advertising, PR and digital marketing, will run for a three year period, from January 2011 – October 2013. We want consumers to understand the benefits of organic, what it means and why it is worth paying a little bit extra. It is all about democratising organic and making it more relevant to people’s everyday lives, with the ultimate aim of driving sales.

Press ads are running across a number of national magazines over an 8 month period (in each of the 3 years of the programme.)  The ads will feature individuals, each giving their reason for why they love organic, and will highlight the benefits of organic food.

The PR activity is helping to raise awareness and focus on seasonal news stories, real life case studies, competitions, celebrity endorsement and tasty recipe ideas.

A new website ( has also been created that showcases the benefits of organic food, features up to date news and recipe suggestions.  The site also provides a forum for consumers to express and share their views and reasons for loving organic, and is complemented by the campaign Facebook and Twitter pages.

Published Friday 2 September 2011

Organic Sector Development: We are helping to bring the organic message to the UK consumer with the Organic. Naturally Different campaign.

Latest related news

Support our charity

Donate to enhance the health and welfare of people, animals and the planet.


The Green House
244-254 Cambridge Heath Road
London E2 9DA

020 3559 6777

Sustain advocates food and agriculture policies and practices that enhance the health and welfare of people and animals, improve the working and living environment, promote equity and enrich society and culture.

© Sustain 2024
Registered charity (no. 1018643)
Data privacy & cookies