Waitrose has been named a founding brand partner of The Amol Rajan Connection, a new media platform launching under the presenter’s production company.
The partnership began on 22 September, with content distributed across LinkedIn, TikTok, Threads, Instagram and YouTube Shorts. Waitrose said the platform will feature guests discussing subjects including sustainability, food quality and British farming. It has not disclosed the partnership’s financial terms or named the guests.
Rajan said: “For years, Waitrose has been my go-to for the best quality food, and I’ve long admired their founding mission and employee-owned model, where workers are Partners. They are a partnership in every sense, and I’m thrilled that Waitrose is joining us as a launch partner for The Amol Rajan Connection.”
Nathan Ansell, Waitrose chief customer officer, said: “We’re delighted to support Amol’s new venture, spotlighting crucial stories around sustainability, quality, and British farming. With an exceptional lineup of upcoming guests, we know our customers will be just as inspired as we are.”
Rajan announced plans for his new venture at the Edinburgh TV Festival. Sister Group is providing infrastructure spanning production, cross-platform distribution, audience data and community building.
