Castell Howell names Asa Tribe as Growing Healthy Futures ambassador

Castell Howell has named Glamorgan cricketer Asa Tribe as the official ambassador for ‘Growing Healthy Futures’ – an initiative designed to inspire pupils and their families to discover the power of nutritious food.

Asa Tribe (left) with Castell Howell’s ESG officer Steff Evans.

The campaign blends creativity, sport, nutrition and hands-on learning, encouraging children to explore healthy eating and build positive habits that last well beyond the classroom.

Throughout the campaign, Tribe will visit schools, take part in interactive sessions and champion the message that nutritious choices can fuel both learning and play.

Known for his rising success with Glamorgan and England Lions as well as his commitment to youth development, Tribe will play a central role in motivating young people to see healthy food as a source of strength, energy and confidence.

He said: “I’m thrilled to partner Castell Howell and play a part in a campaign that makes healthy eating exciting for young people. If we can help pupils feel empowered by their food choices, that’s a win, both on and off the field.”

He continued: “Cooking has become a big part of my life and so important for my training and development. I’m passionate about using fresh, locally grown produce whenever I can. Wales has incredible food and dedicated growers, and I want young people to feel excited by that.”

Castell Howell managing director Matt Lewis said “We wanted an ambassador who young people genuinely look up to, and Asa embodies everything this campaign stands for – energy, resilience and a positive approach to wellbeing.”

Steff Evans, Castell Howell ESG engagement officer, added: “Asa’s passion for cooking, his appreciation for locally grown Welsh produce, and his commitment to inspiring young people align perfectly with our values. He brings authenticity and pure enthusiasm – everything we want pupils and families to feel when they engage with this initiative.”

Established in 1988, family-run Castell Howell has grown into one of the UK’s leading independent food wholesalers, supplying customers across Wales, the border counties and south west England.