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Waitrose braced for boost from King Charles's Duchy originals brand

Organic: King Charles founded the Duchy Originals brand in 1990, when he was Prince of Wales, to sell Home Farm produce from his country house Highgrove.

Waitrose braces for boost from Duchy originals: High-end grocer says it should be boosted by King Charles brand

Waitrose is bracing for increased sales of its Duchy Originals range – which was launched by King Charles in 1990.

The upscale grocer said sales of the range, which includes vine tomatoes, green beans and blueberries, were likely to get a boost.

Waitrose chief executive James Bailey said: “People are in a more reflective mood. You will likely see an increase in support for these Duchy Organics products in the medium to long term.

Organic: King Charles founded the Duchy Originals brand in 1990, when he was Prince of Wales, to sell Home Farm produce from his country house Highgrove.

Organic: King Charles founded the Duchy Originals brand in 1990, when he was Prince of Wales, to sell Home Farm produce from his country house Highgrove.

Charles founded the brand in 1990 when he was Prince of Wales to sell Home Farm produce from his country house Highgrove.

He has been an advocate for organic farming since converting Home Farm to organic farming in 1985.

Duchy entered into a partnership 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 has 300 products.

In 2020 Charles relinquished control of the farm. She remained organic and maintained her partnership with Waitrose.

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