A Brand for the Independents?

When Prince Charles launched his Duchy Originals in 1990, it was trumpeted as a “brand for the independents”. “At last”, farm shops and deli owners thought, “there is a brand with some marketing clout behind it that we can sell in our shops and not worry about it being in the local supermarket at a lower price.” This scenario didn’t last, and before long Duchy Originals were available on many supermarket shelves throughout the UK. Apparently (although I wasn’t in the industry at the time) this caused huge upset for the independents who felt betrayed and sold out. So many independent shops have not stocked the brand on principle since then.

You will all have heard by now that Waitrose have bought the brand, which had been struggling in recent times and the Duchy office is closed, all operations moving to Waitrose. Andrew Baker, who’s ineptitude many blame for the demise of Duchy, for some reason has been offered an office in Clarence House. But essentially Duchy Originals is now the Waitrose equivalent of Tesco’s “Finest” brand.

I read in the Grocer recently that Duchy is going to be re-branded as “Duchy Originals by Waitrose” – a sure way to ensure that the brand is only available in Waitrose, as independents surely won’t want one of their competitor’s names on the products in their shop. Even if this proposed re-brand doesn’t happen, would an independent deli in the same town as Waitrose really want products on its shelves whose name is owned by their closest rival. I doubt it!

Whilst thinking about this, I started wondering about whether it is possible to have a really well-marketed, well-supported and powerful brand that is only available to the independents? Is it possible to reach the necessary sales volumes to be able to spend enough money on marketing without supplying at least Waitrose? I don’t know the answer to this question and would appreciate your thoughts.

As a gourmet food supplier, I can think of a couple within our product portfolio, but know that would both find it difficult to say no to Waitrose or Sainsbury’s, should they come knocking on the door. Even Tracklements which until recently boasted that its products were not in the multiples has finally succumbed to supplying Waitrose, much to the annoyance of its independent customers.

Let me know your thoughts!