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Waitrose Celebrates 25 Years Of Organic Brand Duchy Originals

Published on May 4 2017 10:10 AM in Private Label tagged: Trending Posts / Organic / Waitrose / private label / Sustainability / Duchy Originals

Waitrose Celebrates 25 Years Of Organic Brand Duchy Originals

UK retailer Waitrose is celebrating the 25th anniversary of its organic private label food brand Duchy Originals.

The brand, which is now known as Waitrose Duchy Organic, was originally created by the Prince of Wales to promote organic farming, and entered into a partnership with Waitrose in 2009.

Waitrose Duchy is now the UK's largest organic private label brand, and the second largest organic brand in the UK overall, with annual sales of over £200 million, the retailer said.

The brand features over 300 products including bacon, fresh fruit, vegetables and beer, which are all produced without the use of artificial fertilisers and with high standards of animal husbandry.

Sustainable agriculture

"This 25th anniversary highlights the extraordinary vision of The Prince of Wales," said Rob Collins, managing director of Waitrose.

"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 £200 million in annual sales."

A donation from sales of Waitrose Duchy Organic products is given to charitable causes to develop more sustainable farming practices. So far over £17 million has been donated to organisations including the Duchy Future Farming Programme and The Prince's Countryside Fund.

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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