Duchy brand generates almost £3 million for charity
Mark Price, managing director of Waitrose said: ”Duchy has had another extremely successful year. To generate almost three million pounds for charity is an achievement to be proud of and reflects the investment we have made in the future of the brand.”
At the end of last year, Waitrose redesigned the packaging for the brand, which was founded by HRH The Prince of Wales over 20 years ago. The supermarket said the new packaging aims to better reflect the brand’s core values of “good food, good farming and good causes“ and give more prominence to The Prince of Wales's Charitable Foundation which receives a donation from the sale of Duchy products.
As Waitrose has the exclusive rights to make, distribute and sell the Duchy brand products, the supermarket also changed the name of the brand to Waitrose Duchy Organic as it entered the fifth year of the partnership to reflect Duchy’s organic credentials and long term home at Waitrose.
Waitrose said the brand is also proving popular overseas with products being exported to more than 30 countries including Japan, Germany, USA, Australia, Dubai and Taiwan. The biggest selling category internationally is shortbread biscuits.
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