Waitrose Celebrates 25 Years of Duchy Brand

Waitrose Celebrates 25 Years of Duchy Brand


Duchy Originals, founded by HRH The Prince of Wales, celebrates its 25th anniversary this year as sales for the brand surpass £200 million for the first time.

The brand was created by The Prince to champion organic farming and is known today as Waitrose Duchy Organic, following a groundbreaking partnership established between Duchy Originals and Waitrose in 2009.

The brand has come a long way in 25 years since the first product, the ever-popular oaten biscuit, went on sale. Waitrose Duchy Organic is now the UK’s largest own-label organic brand and the second largest UK organic brand overall.

To celebrate its success, Waitrose is launching a competition this week inviting customers to submit their ideas for a main course featuring the organic brand’s ingredients. The winner will be invited to a celebratory banquet at Dumfries House in Ayrshire, Scotland where their winning dish will be served at a dinner hosted by The Prince of Wales.  Details for the competition can be found in Waitrose Weekend, the supermarket’s weekly newspaper, from this Thursday.

Rob Collins, Managing Director, Waitrose, says:

“This 25th anniversary highlights the extraordinary vision of The Prince of Wales. In creating the Duchy brand, he has encouraged more sustainable agriculture and expanded the market for organic food in the UK and around the world. We are honoured to be the custodians of the brand and delighted to have achieved the significant milestone of £200m in annual sales.”

A donation from the sale of Waitrose Duchy Organic products is also given to The Prince of Wales’s Charitable Foundation. So far, just over £17 million has been donated to charitable causes, including the Duchy Future Farming Programme, which helps farmers develop more sustainable farming practices and The Prince’s Countryside Fund, which works to secure a brighter future for those who live and work in the British countryside.

Based on the core values of ‘Tastes Good, Is Good, Does Good’, the food is produced without the use of artificial fertilisers and to high standards of animal husbandry.  The use of pesticides and antibiotics is very much restricted.

The current range of Waitrose Duchy Organics available in the UK has grown to 300 products, from bacon to fresh fruit and vegetables to beer. The brand has also proved popular overseas. Products are exported to over 30 countries worldwide, including Japan, Germany, USA, Australia, Dubai and Taiwan.  The biggest selling category internationally is shortbread biscuits.

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