What is “Duchy”, this brand of organic products created by Carlos III?

In the United Kingdom, the founder of a major brand of organic products is none other than King Charles III. The British monarch, a firm supporter of organic farming, created the “Duchy” brand when he was still Prince of Wales and Duke of Cornwall; “duchy” means “duchy” in English, hence the brand name.

Originally, to sell the produce from his Highgrove House estate and neighboring properties in Gloucestershire, the “Duchy Originals” brand was created in the early 1990s. The farmland of the estate, residence of Prince Charles, was converted to crops organic. agriculture a few years ago. These products, particularly butter, flour and potatoes, are sold in delicatessens and department stores.

It was the oatmeal cookies, the brand’s first product, that achieved the greatest success. The range of organic products quickly expanded to more than 200 products ten years later (beer, sausages and even jams) and other farms participated in the production. Prince Charles, however, is not the head of the company nor does he have any executive role in it, but rather is its public face. Additionally, profits are donated to his charitable fund.

on one’s last legs

The brand capitalizes on growing consumer enthusiasm for organic products. But the company faced significant financial difficulties in the late 2000s, after failing to conquer the American market. To avoid bankruptcy, “Duchy Originals” signed a partnership with the Waitrose supermarket chain in 2009. The latter currently markets products under the “Waitrose Duchy Organic” brand and pays a fee for the use of the brand.

The brand is now well established across the Channel. The range has expanded further and many of the fruits and vegetables are imported. As for price, it costs 2.75 pounds (3.18 euros) for six medium eggs, 3.95 pounds (4.57 euros) for three slices of ham or 2 pounds (2.31 euros) for a 150-gram box. of oatmeal cookies. According to Waitrose, sales generated €34.7 million between 2009 and 2020 for charities through royalties paid.

Upon becoming king, Charles III passed the title of Duke of Cornwall and ownership of the Highgrove House estate to his son William, who would oversee the coming years of the brand.