Waitrose braced for boost from Duchy originals: luxury grocer says he should get a boost from King Charles brand
Waitrose is bracing for a surge in sales of its Duchy Originals range, which was started by King Charles in 1990.
The luxury supermarket said sales of the line, which includes vine tomatoes, green beans and blueberries, are likely to get a boost.
Waitrose chief executive James Bailey said: “People are more reflective. You will probably see increased support for those Duchy Organics products in the medium to long term.’
Organic – King Charles founded the Duchy Originals brand in 1990 when he was the Prince of Wales to sell Home Farm products at his Highgrove country house.
Charles founded the brand in 1990 when he was Prince of Wales to sell Home Farm products at his Highgrove country house.
He has been a proponent of organic farming since turning Home Farm organic in 1985.
Duchy partnered with Waitrose in 2010 and has since become the UK’s largest organic food and drink brand.
The first product was the Duchy Originals oatmeal cookie. The range now covers 300 products.
In 2020, Charles relinquished control of the farm. He stayed organic and kept his association with Waitrose.