American Riviera Orchard is an American lifestyle brand created in 2024 by
Meghan, Duchess of Sussex that focuses on
preserves and homeware.
History
Creation
In September 2023, tabloid news site
TMZ wrote Meghan was planning on founding a lifestyle brand.[1] Meghan filed for the patent for American Riviera Orchard in March 2024, followed by a soft launch of the company on social media channels the same month. As of mid-July 2024, the patent application is still pending.[2] The social media profiles included a link that sent social media users to the company's website, where they could sign up for the announcements waitlist.[1]The New Zealand Herald said the creation of the brand likely coincides with Meghan's upcoming
Netflix specials.[3] In an
op-ed for The Guardian, columnist Arwa Mahdawi said the brand is likely Meghan's attempt to try to come back from what Rolling Stone called a "flop era" for the couple in mid-2023, a period of stagnation in their careers.[4]
In April 2024, an anonymous
cybersquatter purchased the UK
domain name for the brand and directed the
URL to a
JustGiving fundraiser for
The Trussell Trust, a non-profit focusing on alleviating food insecurity. A message on the fundraiser voiced support for
Catherine, Princess of Wales. The campaign had a goal of reaching
£1,000 and far outpaced that by quickly raising over £8,300 by April 19.[6][7] By April 29, the amount had grown to £21,000.[8] The Trust told The Independent that they "...are grateful to people who put their time and energy into supporting our work to end the need for food banks in the UK. The charity is not connected with this website domain and have no knowledge of who set it up."[9] Due to regulatory guidance in the UK, The Trussell Trust could not decline the donations.[10]
Along with strawberry jam, Meghan released announcements the brand would be working on raspberry jam, dog treats, and homeware items, including
tableware and
drinkware.[15][3] By July 2024, no further announcements or products under the brand had been released.[16] In late June 2024 Marie Claire speculated the next product will likely be a
rosé wine.[17]
Reception
Royal author Tom Quinn said the launch of the brand was greeted with intense scrutiny and "mockery" online, while Sky News Australia said the launch was "ridiculed".[18][19]