Organic food shouldn't be sold as a fashion statement

I had to have a little chuckle to myself when I read on the Guardian website that Prince Charles' branded food range, Duchy Originals, fell into the red before its deal with Waitrose in 2009; The grocer now sells Duchy Originals and says it plans to take the brand 'to another level.'

The suggestion that Waitrose had stepped in to bail out or rescue the brand were dismissed by director of Duchy Originals, Sir Michael Peat. Operating expenses are reported as being £5.5m against sales of just £2.2m last year.

Come on Waitrose, Prince Charles et al...wake up and smell the coffee. The consumer market has changed and it is futile trying to sell organic food in this upmarket branded manner any more - I would guess that if you sold a Duchy biscuit without its fancy wrapper, the price would drop by three-quarters?

Fashion and lifestyle, especially where food items are concerned, has taken a tumble and the thrifty Mum is now shopping morally and for value - why do you think Aldi and Lidl have done so well during this crisis?

Hardcore growers, buyers and consumers of organic food are dyed-in-the-wool breed....the false market outside of these is diminishing; hopefully forever.

Image: Guardian