Waitrose print, online and on national television, featuring celebrity chefs Delia Smith and Heston Blumenthal. In 1983 Waitrose became the first major supermarket chain to sell organic food, and by 2008 it had an 18% share of the organic food market. In September 2009, Duchy Originals, the struggling organic food business started by Prince Charles was rescued by Waitrose, which agreed to an exclusive deal to stock the range, and to pay a small fee to his charity. In return Prince Charles visited Waitrose shops and dined with senior Waitrose executives and their spouses. In August 2010, the Duchy range was
Waitrose Duchy Organic Soil Association to provide advice and support to UK farmers and growers in conducting research into organic farming methods. Participants are encouraged to carry out experiments in their own fields, and over 3000 farmers had been involved in this by 2015. A research fund offering up to £25,000 is also available. Waitrose Duchy Organic Waitrose Duchy Organic (formerly "Duchy Originals from Waitrose" and earlier simply "Duchy Originals") is a brand of organic food sold mainly in Waitrose stores in the United Kingdom, Ocado and small independent stores. The brand is a partnership between Waitrose and Duchy Originals Limited, a company