Glamorgan cricketer Asa Tribe has joined forces with award-winning UK foodservice wholesaler Castell Howell to promote its ‘Growing Healthy Futures' initiative.
A rising star of the cricketing world who plays for Glamorgan and the England Lions, Asa has been named as the official ‘Growing Healthy Futures' Ambassador.
Launched earlier this year, Castell Howell's initiative blends creativity, sport, nutrition and hands‑on learning. It encourages children to explore healthy eating and build positive habits that last well beyond the classroom.
Asa will play a central role in motivating young people to see healthy food as a source of strength, energy and confidence. Building on his passion for youth development, he will be a ‘superhero' to pupils and their families by inspiring them to discover the power of nutritious food in a fun, inclusive and engaging way.
Asa said:
“I'm thrilled to partner with Castell Howell and play a part in an initiative 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.”
‘Growing Healthy Futures' brings together Welsh farmers and growers, classrooms, sporting academies and kitchens. Therefore, as a keen foodie, Asa said he is delighted his new role also provides the opportunity to highlight Welsh produce.
He said:
“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.”
Welcoming Asa, Castell Howell's Managing Director, Matt Lewis said:
“We wanted an ambassador who young people genuinely look up to, and Asa embodies everything this initiative stands for – energy, resilience and a positive approach to wellbeing.”
Throughout the initiative, Asa will visit schools, take part in interactive sessions, and champion the message that nutritious choices can fuel both learning and play.
The ‘Growing Healthy Futures' initiative is led by Castell Howell's ESG Engagement Officer and former Scarlets and Wales rugby player, Steff Evans.
Steff said:
“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.”
