Waitrose & Partners revamps Duchy Organic range

Waitrose & Partners UAE has introduced major changes to its Duchy Organic range to better reflect its sustainably-led values. As part of the brand revamp, the speciality grocer is introducing improved eco-friendly packaging, new product innovations and has reformulated existing products to further reduce its environmental footprint.

A direct response to the grocer’s growing number of customers who want to shop, eat and drink in a more eco-friendly way, the Duchy Organic revamp highlights the ‘good food, good farming and good causes’ values for which the line is known. From 1st October, Waitrose will be progressively rolling out the upgraded packaging in stores across the UAE and online.

Founded in the UK by His Royal Highness the Prince of Wales in 1990, the Duchy Organic range offers an organic selection of products that are farmed globally with respect for animals and in harmony with nature. Products are made from sustainable materials and production methods such as crop rotation and composting. The range is pioneered by Waitrose’s Innovative Farmers network of farmers, advisors, researchers and businesses working together to find solutions that work with nature. The network is committed to implementing organic farming standards that promote the highest levels of sustainable production.

Innovative upgrades to the packaging of the existing Duchy Organic product portfolio aim to minimise waste. For example, Duchy Organic Teas and Infusions’ will now use 100% compostable tea bags, and the Duchy Organic fruit and nut lines have less packaging which has increased recyclability due to the removal of materials - including film and pallets from the production process.

Waitrose has also reformulated certain products to ensure only sustainable ingredients are used. The Duchy Organic Peanut Butter range will now be palm oil free and made from just two ingredients – organically grown peanuts, sea salt and nothing else.

Latest additions to the Duchy Organic range of authentically sourced products celebrate provenance and the traditional techniques of food artisans. The Extra Virgin Spanish Olive Oil is made from 100% Spanish olives and produced by a family with a heritage of growing, milling and bottling olive oil from the Jaen Province of Andalucía since 1840. The Duchy Organic Maple Syrup comes from Canada where there is naturally a large concentration of sugar maple trees. The sap is harvested over just a few weeks in spring and produced simply by evaporation it takes 40 litres of sap to create one pure litre of maple syrup.

Another highlight is the Duchy Organic Shaved Parmigiano Reggiano DOP, which is made from organic Italian cow’s milk using traditional methods from the protected designation origins of Emilia-Romagna and Lombardy. And Duchy Organic preserves and marmalades are bursting with flavour. Each jar is batched cooked by hand in open pans to ensure a deliciously rich texture.

Sunil Kumar, CEO, Fine Fare Foods, which operates Waitrose UAE, said: “Waitrose’s higher standards on animal welfare, environmental responsibility and the wellbeing of the communities where it operates go hand-in-hand with good business. Duchy Organic’s revamp is testament to this. We look forward to seeing customers discover the new products and flavours in the range.”

As part of Waitrose’s Partners Against Waste sustainability programme to make all its own-brand packaging reusable, recyclable, or home compostable by 2023, the Duchy Organic line has pledged to remove 50 tonnes of single use plastic and 52 tonnes of packaging by 2022.