The former Ground Force host will unveil new “horticulture and gardening ranges” for Waitrose stores within weeks.
Alan, who has just come to the end of a three-year contract as ‘gardening ambassador’ for B&Q, has signed a two-year contract with Waitrose.
The upmarket retailer said that Alan will appear in its TV adverts, publications and on the supermarket’s website.
His remit is to tell the story of how “high quality food goes from the land to the dining table.”
Waitrose marketing director Rupert Thomas said: “Our customers’ top two interests are good food and gardening.
“As one of Britain’s most loved and trusted experts, Alan will bring his skills to developing our new gardening ranges.”
Alan said he was “delighted” to be able to raise the profile of British horticulture.
He said: “In TV programmes such as Love Your Garden and at Chelsea, I have the opportunity to pass on my love of growing things. The chance to extend that to the retail sector is exciting.”
Alan’s agent Annie Sweetbaum said Alan would continue to present BBC coverage of Chelsea without a conflict of interest.
“Waitrose are working around a blackout period in which they are not entitled to use Alan for a period of time in the run up, during and after the Chelsea show,” she said.