Former Masterchef finalist Simon Toohey is joining Hemp Foods Australia (HFA) as a brand ambassador.

Toohey, who hosts plant-based cooking show Freshly Picked on Network Ten, will work with HFA to spruik the health benefits of hemp and demonstrate how to use hemp products to transform meals.

General manager of HFA Felipe Favaro said: “Simon aligns perfectly with the values of HFA given his passion for plant-based, healthy cooking and his dedication to sustainable practices.

“We are excited to be working with him to help raise awareness around the amazing health benefits of hemp as an everyday ingredient in food, and to inspire people with ideas on how to use our products in a range of delicious recipes.”

Toohey added: “Hemp is really an untouched product in Australia — not by farmers, but by consumers. It is beneficial for your health, has amazing levels of protein, is fantastic as a material in the building industry and, my personal favourite, it’s one of the best crops to help tackle climate change.”

HFA, part of Elixinol Wellness, is a hemp food wholesaler, retailer, manufacturer and exporter with a product range including hemp seeds, oils, protein powders and skin care.

Prior to launching Cannabiz, Martin was co-founder and CEO of Asia-Pac’s leading B2B media and marketing information brand Mumbrella, overseeing its sale to Diversified Communications in 2017. A journalist...