14 May 2012

Model reveals ‘Uper Crust’ connection to Earl of Sandwich as she launches Hovis ‘Ultimate 'British Sandwich’ search

Jodie’s ‘upper crust’ connection to the Earl of Sandwich – her paternal grandmother was married to the 9th Earl of Sandwich’s second son - is something she is extremely proud of and perfectly places her to launch the hunt for the Ultimate British Sandwich.

Jodie’s ‘upper crust’ connection to the Earl of Sandwich – her paternal grandmother was married to the 9th Earl of Sandwich’s second son - is something she is extremely proud of and perfectly places her to launch the hunt for the Ultimate British Sandwich.

Jodie was brought up in the countryside on a big stud farm. On the farm they bred horses, made their own hay, and had their own chickens so Jodie was pretty hands on with country life. She currently lives in Sussex to escape London life. Living in the countryside is very important to her and she’s very supportive of what we have here in the UK and of people who produce their own food.

Celebrating the 250th anniversary of the humble sandwich, Jodie has ditched the catwalk for the countryside as she goes in search of the best British sandwich fillings. 

Speaking about the search, Jodie said, “Sandwiches are one of life’s little pleasures and everyone has their own preferences and opinions on how to prepare the ultimate lunchtime treat. My family connections to the renowned Sandwich clan meant I jumped at the chance to team up with Hovis to help celebrate the 250th anniversary of the sandwich, which originated during one of the Earl of Sandwich’s card games in 1762, and launch a search for the Ultimate British Sandwich.”

The search is open from 14th May for two weeks, during which Jodie will be appealing for entries from across the country.  The search will see entrants submit their best of British sandwich ingredients on before one winner is crowned.

Jodie continued, “My favourite sandwich is an English twist on a continental classic. I love to use ingredients that are sourced from close to home, and living in West Sussex means I am spoilt for choice when it comes to independent farms and regional produce markets. My favourite combination is a very ripe Sussex brie, a flavoursome local ham, slices of tomato and some spicy rocket. It’s a little naughty but tastes divine, especially when served on two slices of warm Farmers Loaf, which melts the cheese further and turns the whole thing into a gooey, yummy feast!”

Hovis has this month launched its new premium British Farmers Loaf, made in conjunction with two of the bread brand’s network of 450 British wheat farmers, to give that ultimate ‘home-baked’ taste and rustic feel to the farmhouse loaf.  The new Hovis British Farmers Loaf is available in both White and Wholemeal varieties and baked with Britain’s best wheat, in Hovis embossed tins to form the traditional overhang shape and time-honoured muffin top. The finishing touch is a dusting of fresh flour to bring a unique artisan and home-baked feel to the loaf. 


For more information, please contact Gemma Clarkson or Scarlett Such on 020 7693 6999 or at [email protected]

Notes to editors:

The Hovis British Farmers Loaf range is available now from all major retailers in two 800g loaves; White and Wholemeal, with a RRP of £1.40.  Of the three major bread brands only Hovis has 100% British wheat and no artificial preservatives. To find out more, visit

Hovis is sponsoring British Sandwich Week in conjunction with the British Sandwich Association.  

History of the Sandwich:
It all started in 1762 when John Montagu, the fourth Earl of Sandwich and an inveterate gambler, called for his manservant to bring him some cuts of beef between slices of bread so that he could eat while continuing to play cards. Soon his friends were asking to have the “same as Sandwich” and the sandwich was born.

The Earl, who was also First Lord of the Admiralty, also funded Captain Cook’s exploration of the Pacific and was rewarded when Cook named the first land he discovered the Sandwich Islands (now known as Hawaii).

There is much conjecture over what prompted the Earl to come up with the idea of the first ‘Sandwich’ – was it whim or based on something he had seen elsewhere? - We will never know. What we do know is that in calling for a convenience meal he sparked a trend that would become industry which today employs over 300,000 people in the UK and which has a commercial value of over £6 billion!

About the British Sandwich Association:
The Association was founded in January 1990 as the voice of the British sandwich industry.  The primary aims of The British Sandwich Association are:
- To safeguard the integrity of the sandwich industry by setting technical standards for sandwich making and by encouraging improvement in the industry.
- To promote excellence and innovation in sandwich making.
- To provide a source of information for the industry.
- To promote the consumption of sandwiches.
- To provide a collective voice for all those involved in making, distributing and retailing sandwiches and to represent the views of the industry.

14 May 2012

British farming charm set to awaken the nation to Hovis' new British Farmer's Loaf

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