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 Duchy Original Buscuits
Duchy Originals, established by HRH The Prince of Wales in 1990 to promote organic food and farming, and to help protect and sustain the countryside and wildlife, has joined forces with Waitrose in an exciting and groundbreaking partnership. Duchy originals say this will cement its position as one of the country’s leading organic and free-range food brands.The new licensing and distribution agreement - the first of its kind ever undertaken by Waitrose - will significantly increase the charitable donations made by Duchy Originals as Britain’s fastest-growing supermarket invests in and develops the brand.
The partnership gives Waitrose, Duchy Originals’ largest and most long-standing client, the exclusive right to originate, manufacture, distribute and sell Duchy Originals products in the UK. Waitrose, whose aim is to expand the range from the current 200 products to around 500, will pay a royalty to Duchy Originals on all wholesale and retail sales. Both companies are confident that increased investment in the development of Duchy Originals will achieve sufficient sales growth over the next 10 years to generate a substantial increase in the royalties going to charity. To date, Duchy Originals has donated almost £7million to charitable causes throughout the UK and overseas. For customers, the partnership means that Duchy Originals products will continue to be sold in all 214 Waitrose branches throughout the country, with new lines being introduced from Spring 2010.
Waitrose will also sell Duchy Originals products wholesale, enabling independent and family-run stores and restaurants to continue to stock and sell the brand. The Duchy Originals brand will continue to promote sustainability and organic produce. Andrew Baker, Chief Executive of Duchy Originals, said:
“This is a hugely important moment for Duchy Originals. This new partnership will take our pioneering company to the next level, accelerating the growth of the brand, and amplifying its voice as a champion of sustainably grown and produced food from the UK. “Because of our constitution, and the fact that we are owned by a charity, Duchy Originals has never been able to build up reserves for investing in future growth. Instead, Duchy Originals has given all its profits to The Prince’s Charities Foundation. This has been very successful, with almost £7m donated. But now is the time to make the next step and this agreement is the best way for us to realise our growth ambitions. This is a deal where everyone wins – it is good for Duchy Originals, good for Waitrose, good for our consumers and good for charity.” Mark Price, Managing Director of Waitrose, said today: “This is a match made in heaven, creating a partnership with a shared passion for quality food, sustainable farming, excellent relationships with suppliers and for charitable giving. “Duchy Originals’ products have always been firm favourites with our customers and we now have the opportunity to develop the range into the definitive premium, sustainable British food brand.
“Our plan is to make Waitrose a food democracy and today’s announcement signals to customers that they can come to us for the most comprehensive everyday to gourmet food range in the UK.” |
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