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 were "outright quackery". Subsequently the Medicines and Healthcare Products Regulatory Agency ruled that healing claims were misleading and required the company to amend an advertising campaign promoting two herbal medicines. In 2002 the "Deeside Water Company" began to produce some of its bottled mineral water for the "Duchy Originals" brand. In 2010 Waitrose rebranded the product as "Duchy Originals from Waitrose" and in 2016 the supermarket repackaged it as part of its "Waitrose One" premium range. Gardening tools were produced under the Duchy Originals brand by the Lancashire company "Caldwells" until it went into administration in 2009. The company Duchy