Waitrose braced for Duchy Originals boost: Upmarket grocer says it should get boost from King Charles’s brand
Waitrose is bracing for an uptick in sales of its Duchy Originals range – which was began by King Charles in 1990.
The upmarket grocer said that sales of the road, which incorporates vine tomatoes, green beans and blueberries, were prone to receive a lift.
Waitrose executive director James Bailey said: ‘Individuals are in a more reflective mood. You’ll likely see an upswell of support for those Duchy Organics products within the medium or long run.’
Organic: King Charles founded the Duchy Originals brand in 1990 when he was the Prince of Wales to sell produce from Home Farm at his country house Highgrove
Charles founded the brand in 1990 when he was the Prince of Wales to sell produce from Home Farm at his country house Highgrove.
He has been an advocate of organic farming since transforming Home Farm to develop into organic in 1985.
Duchy struck a partnership with Waitrose in 2010 and has since grown into the UK’s largest organic foods and drinks brand.
The primary product was the Duchy Originals oaten biscuit. The range now spans 300 products.
In 2020 Charles gave up control of the farm. It remained organic and maintained its partnership with Waitrose.