Sales of Waitrose’s Duchy Organic range increased by 10% in 2020.
Waitrose said sales of chicken in the range jumped 43% last year, vegetables are up 22% and fruit sales are up 15%.
The news comes as the Soil Association reported overall organic sales up 12.6% to £ 2.79 billion in 2020 – the category’s strongest growth in 15 years.
Waitrose has also rebranded the packaging for the Duchy range of 300 products to reflect its values focused on sustainability. He said the redesigned packaging exemplifies the ethical and sustainable values the brand stands for.
The first items featuring the redesigned packaging hit shelves this week.
The Duchy Organic brand has also raised £ 3.6million for charity in 2019 and 2020, bringing Waitrose’s total charitable donations to over £ 30million since its partnership with Duchy Originals, as he was then appointed in 2009.
The brand was created by Prince Charles 29 years ago and donations are made to the Prince of Wales’s Charitable Foundation. The funds are generated by the royalties paid by Waitrose, after deduction of administrative expenses.
It supports causes such as the Duchy Future Farming Program, which helps farmers develop more sustainable farming practices, and the Prince’s Countryside Fund, which strives to ensure a better future for those who live and work in the British countryside. .
The range includes dairy products, poultry, pasta, bread and fresh fruits and vegetables. The items are exported to more than 30 countries, including Japan, the United States, Australia and Taiwan.
“Our new packaging puts more emphasis on animal welfare and sustainability which we know are so important to our customers and reflect the values of good food, good agriculture and the good causes for which the brand is so well known, ”said Elen Ormson, Waitrose Duchy Organic Brand Manager.
James Bailey, Executive Director of Waitrose, added: “To achieve this goal [fundraising] a step taken for good causes is a reflection of the success of the Waitrose Duchy Organic range at Waitrose. We are proud to be the custodians of this brand and after a year of record sales we look forward to further success and support for the Prince of Wales’ many charitable causes in the future.