Waitrose has rebranded its organic range, Waitrose Duchy Organic, and removed the iconic crest of the Duchy of Cornwall from its packaging.
The supermarket revealed a contemporary new look for the range, saying it aims to highlight the values of “good food, good farming and good causes” which the brand is known for.
It comes after a record year of sales and double-digit growth for Duchy Organic produce, which has grown to become the UK’s largest supermarket organic brand.
Prince of Wales’s Charitable Fund
Waitrose also revealed that is has reached the impressive milestone of having generated over £30m for The Prince of Wales’s Charitable Fund (PWCF) since it exclusively licensed the Duchy Organic brand just over a decade ago.
PWCF interim CEO Paula Wilson said: “We are incredibly grateful for the support the Waitrose Duchy Organic range provides to us.
“Our work at PWCF is inspired by His Royal Highness and helps to support wide-ranging causes across the UK helping to create sustainable communities.”
The PWCF supports charitable causes across the UK including The Prince’s Countryside Fund, which works to secure a brighter future for those who live and work in the British countryside.
Over the last five years, more than 700 organisations have been supported by the charity.
Sales from the Waitrose Duchy Organic range provide an annual donation to the PWCF, with the latest annual donation of £3.6m bringing the total amount raised to over £30m.
James Bailey, executive director, Waitrose added: “To reach this milestone amount raised for good causes is a reflection of the success of the Waitrose Duchy Organic range at Waitrose.
“We are proud to be custodians of this brand and, after a year of record sales, look forward to further success and support for The Prince of Wales’s many charitable causes in the future.”
The recent rebrand, however, could be seen as a subtle move towards distancing the brand from the Duchy of Cornwall (from which it is entirely separate) with the word ‘Duchy’ now the only remaining part of the brand to bear a visual link.
Clockwise: how the brand has changed over the years…
The brand began life as ‘Duchy Originals’ and was founded by The Prince of Wales to champion organic farming.
It was then bought by Waitrose just over 10 years ago, following a unique licensing agreement which granted the chain exclusive rights to the range.
Today, Waitrose Duchy Organic includes over 300 food and drink products and is exported to more than 30 countries worldwide.
Aside from the rebrand, this week also saw the unveiling of a significant partnership between Prince Charles and Waitrose.
The John Lewis Partnership, which owns Waitrose, this week became the first retailer to sign up to The Prince’s “Terra Carta”.
It’s an agreement which asks industry to put nature and the environment at the heart of its future plans.
The Prince wrote exclusively for the supermarket’s in-house newspaper, Weekend, about the new earth charter which aims to tackle the threats of climate change and biodiversity loss.
His Royal Highness wrote: “It is an ambitious, but very practical, recovery plan which aims to harness the innovation and resources of the private sector to defend, strengthen and work with the power of nature for the benefit of ever man, woman and child in the world – and to do it in a decade.”
He added: “When I heard the John Lewis Partnership was to become the first retailer sign up, I was particularly delighted.
“Not only are John Lewis and Waitrose Royal Warrant holders but, of course, Waitrose is home to Duchy Organic, the company I started more than 30 years ago to show it was possible to produce high quality food working in harmony with nature, one of the principles which lies at the heart of the Terra Carta.”
Dame Sharon White, chairman of the John Lewis Partnership, said: “HRH The Prince of Wales has made an outstanding contribution to global environmental preservation and protection for more than 40 years and we are proud to support his latest initiative.”
She added: “The Terra Carta reinforces the Partnership’s commitment to sustainability and we’re pleased to be the first retailer to support it.”