Waitrose prepares to boost Duchy Originals: High-end grocer says it should get boost from King Charles brand
Waitrose is preparing to boost sales of its Duchy Originals range, which was founded by King Charles in 1990.
The high-end grocer said sales of the line, which includes grape tomatoes, green beans and blueberries, are likely to get a boost.
Waitrose chief executive James Bailey said: “People are thinking more. You are likely to see increased support for these Duchy Organics products in the medium to long term.”
Organic: King Charles launched the Duchy Originals brand in 1990 when he was Prince of Wales to sell produce from his home farm at his country home, Highgrove.
Charles founded the brand in 1990 when he was Prince of Wales to sell produce from Home Farm at his country house, Highgrove.
He has been an advocate of organic farming since Home Farm converted to organic in 1985.
Duchy partnered with Waitrose in 2010 and has since grown to become the UK’s largest organic food and drink brand.
The first product was Duchy Originals Oatmeal Cookies. Now the range includes 300 items.
In 2020, Charles relinquished control of the farm. It remained organic and retained its partnership with Waitrose.