As Ever
{{Short description|American food brand}}
{{use mdy dates|date=July 2024}}
{{Infobox company
| name = As Ever
| logo =
| image =
| image_size =
| image_caption =
| type =
| traded_as =
| former_name = American Riviera Orchard
| founded = {{plainlist|
- 2024 (as American Riviera Orchard)
- 2025 (as As Ever)}}
| founders = Meghan, Duchess of Sussex
| hq_location_city = Santa Barbara, California
| hq_location_country = U.S.
| area_served = United States
| key_people = {{plain list|
- Meghan, Duchess of Sussex (CEO)
- Melissa Kalimov (COO)
}}
| industry = Food preserves and home goods
| products =
| services =
| revenue =
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| owner = As Ever Enterprises, LLC
| num_employees =
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| homepage = {{URL|https://asever.com/}}
}}
As Ever, formerly known as American Riviera Orchard (abbreviated as ARO), is an American food brand created in 2024 by Meghan, Duchess of Sussex.{{Cite magazine|magazine=Harper's Bazaar|title=A comprehensive guide to Duchess Meghan's new lifestyle brand, As Ever |url=https://www.harpersbazaar.com/celebrity/latest/a63829120/meghan-markle-lifestyle-brand-as-ever-details/|archive-url=https://web.archive.org/web/20250218171328/https://www.harpersbazaar.com/celebrity/latest/a63829120/meghan-markle-lifestyle-brand-as-ever-details/|date=February 18, 2025|access-date=February 19, 2025 |archive-date=February 18, 2025 |url-status=live}} Headquartered in Santa Barbara, California, the brand takes its original name from the region’s nickname, the “American Riviera.”
The company launched with an Instagram teaser and a basic website, followed by the release of a small batch of strawberry jam sent to selected recipients. Further product lines and a broader rollout are anticipated.
History
=Creation=
In September 2023, the tabloid news site TMZ wrote Meghan was planning on founding a lifestyle brand.{{cite magazine|last=Bailey|magazine=Elle |first=Alyssa|title=Meghan Markle quietly launches her new brand, American Riviera Orchard |url=https://www.aol.com/meghan-markle-quietly-launches-her-191700716.html|archive-url=https://web.archive.org/web/20240711214615/https://www.aol.com/meghan-markle-quietly-launches-her-191700716.html|access-date=July 10, 2024 |date=March 14, 2024 |archive-date=July 11, 2024|url-status=live}} 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.{{cite news|publisher=MSN |last=Goldsztajn |first=Iris |title=Meghan Markle is reportedly "very pleased" with American Riviera Orchard's "strong start" |url=https://www.msn.com/en-us/foodanddrink/foodnews/meghan-markle-is-reportedly-very-pleased-with-american-riviera-orchard-s-strong-start/ar-BB1pO8mD?item=themed_featuredapps_enableD&apiversion=v2&noservercache=1&domshim=1&renderwebcomponents=1&wcseo=1&batchservertelemetry=1&noservertelemetry=1|access-date=July 15, 2024|date=July 11, 2024}} 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. The New Zealand Herald said the creation of the brand likely coincides with Meghan's upcoming Netflix specials. In an op-ed for The Guardian, the 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.{{cite news|work=The Guardian|last=Mahdawi|first=Arwa |title=Harry is the divisive duke – and Meghan is making jam. Can the Sussexes escape their 'flop era'? |url=https://www.theguardian.com/commentisfree/article/2024/jul/09/harry-is-the-divisive-duke-and-meghan-is-making-jam-can-the-sussexes-escape-their-flop-era |archive-url=https://web.archive.org/web/20250220125539/https://www.theguardian.com/commentisfree/article/2024/jul/09/harry-is-the-divisive-duke-and-meghan-is-making-jam-can-the-sussexes-escape-their-flop-era|access-date=July 11, 2024|date=July 9, 2024|archive-date=February 20, 2025|url-status=live}}
File:Meghan Markle - 2018 (cropped2).jpg
The name American Riviera Orchard derives from a nickname for Santa Barbara, California, where Meghan and her husband Prince Harry, Duke of Sussex reside.{{cite magazine|magazine=Elle|last=Bailey |first=Alyssa |title=Meghan Markle's American Riviera Orchard line: All we know so far |url=https://www.elle.com/culture/celebrities/a60513068/meghan-markle-american-riviera-orchard-line-details/|archive-url=https://web.archive.org/web/20240712185217/https://www.elle.com/culture/celebrities/a60513068/meghan-markle-american-riviera-orchard-line-details/|access-date=July 3, 2024|date=June 16, 2024|archive-date=July 12, 2024|url-status=live}}
=American trademark issues=
In February 2024, the United States Patent and Trademark Office (USPTO) rejected a trademark request for the brand because of "...a number of inconsistencies in her trademarking documents to do with the categorisations of her products."{{cite news |last1=Crotty |first1=Gemma |title=Meghan Markle's brand American Riviera Orchard faces new setback after US Patent and Trademark Office questions logo |url=https://www.skynews.com.au/lifestyle/celebrity-life/meghan-markles-brand-american-riviera-orchard-faces-new-setback-after-us-patent-and-trademark-office-questions-logo/news-story/2b1bb3008fe079c3133d435fa2e7a5f5 |access-date=9 October 2024 |publisher=Sky News}} In September of the same year, the USPTO again rejected a trademark request for the brand, stating common names for geographic locations cannot be trademarked and the O in Orchard did not match the description in the application documents and it was not apparent it was a letter.
In October 2024, the food company Harry & David filed a protest with the USPTO, claiming that American Riviera Orchard is too similar to their own Royal Riviera trademark.{{cite news |last1=Ross |first1=Martha |title=Meghan Markle's jam brand faces trademark 'protest' from famed Oregon company |url=https://www.mercurynews.com/2024/11/01/meghan-markles-jam-brand-faces-trademark-protest-from-famed-oregon-company/ |access-date=4 November 2024 |publisher=The Mercury News |archive-date=December 3, 2024 |archive-url=https://web.archive.org/web/20241203002305/https://www.mercurynews.com/2024/11/01/meghan-markles-jam-brand-faces-trademark-protest-from-famed-oregon-company/ |url-status=live }} According to the United States Patent and Trademark Office, the letter of protest was reviewed at the end of October. The attorney assigned to examine the letter concluded that no further action needed to be taken.{{citation |title=USPTO's Document Retrieval and Trademark Status for American Riviera Orchard |url=https://tsdr.uspto.gov/#caseNumber=98389841&caseSearchType=US_APPLICATION&caseType=DEFAULT&searchType=statusSearch |access-date=26 November 2024 |publisher=United States Patent and Trademark Office |archive-date=July 13, 2021 |archive-url=https://web.archive.org/web/20210713022850/https://tsdr.uspto.gov/#caseNumber=98389841&caseSearchType=US_APPLICATION&caseType=DEFAULT&searchType=statusSearch |url-status=live }}
=UK domain name cybersquatting=
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.{{cite news|work=Yahoo!|last=Jankowicz |first=Mia|title=Someone bought a UK domain name for Meghan Markle's new brand and redirected it to an anti-poverty charity|url=https://www.yahoo.com/entertainment/someone-bought-uk-domain-name-115606665.html|archive-url=https://web.archive.org/web/20240712144224/https://www.yahoo.com/entertainment/someone-bought-uk-domain-name-115606665.html|date=April 19, 2024|access-date=July 12, 2024 |archive-date=July 12, 2024|url-status=live}}{{cite news|last=Murphy|first=Matthew |work=The Daily Beast|title=U.K. domain for Meghan Markle's American Riviera Orchard brand hijacked by Kate fan |url=https://www.thedailybeast.com/uk-domain-for-meghan-markles-american-riviera-orchard-brand-hijacked-by-kate-middleton-fan |archive-url=https://web.archive.org/web/20250220130338/https://www.thedailybeast.com/uk-domain-for-meghan-markles-american-riviera-orchard-brand-hijacked-by-kate-middleton-fan/|date=April 18, 2024|access-date=July 12, 2024|archive-date=February 20, 2025|url-status=live}} By April 29, the amount had grown to £21,000.{{cite news|work=Start|title=The case of the American Riviera Orchard domain hijacking incident involving Meghan Markle |url=https://start.biz/protecting-your-online-identity-meghan-markles-american-riviera-orchard-domain-hijack/|archive-url=https://web.archive.org/web/20241224075316/https://start.biz/protecting-your-online-identity-meghan-markles-american-riviera-orchard-domain-hijack/|date=April 29, 2024|access-date=July 19, 2024|archive-date=December 24, 2024|url-status=live}} 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."{{cite news |last=Guinness |first=Emma |title=Mystery as Meghan Markle's lifestyle brand website leads to UK foodbank |url=https://www.independent.co.uk/life-style/royal-family/meghan-markle-american-riviera-orchard-trussell-trust-b2531393.html |access-date=July 12, 2024 |work=The Independent |date=April 19, 2024 |archive-date=July 12, 2024 |archive-url=https://web.archive.org/web/20240712144613/https://www.independent.co.uk/life-style/royal-family/meghan-markle-american-riviera-orchard-trussell-trust-b2531393.html |url-status=live }} Due to regulatory guidance in the UK, The Trussell Trust could not decline the donations.{{cite news |last1=Harle |first1=Emily |title=Trussell Trust baffled over donations from mysterious website under name of Meghan Markle's new brand |url=https://www.thirdsector.co.uk/trussell-trust-baffled-donations-mysterious-website-name-meghan-markles-new-brand/fundraising/article/1870287 |access-date=July 19, 2024 |publisher=The Third Sector |archive-date=May 7, 2024 |archive-url=https://web.archive.org/web/20240507162615/https://www.thirdsector.co.uk/trussell-trust-baffled-donations-mysterious-website-name-meghan-markles-new-brand/fundraising/article/1870287 |url-status=live }}
=Alleged staff exits and search for CEO=
In August 2024, the British tabloid Closer reported 18 staff members had exited the business.{{cite news |work=Marca|title=Meghan Markle can't find a CEO for American Riviera Orchard: 18 employees have already resigned! |url=https://www.marca.com/en/lifestyle/uk-news/2024/08/28/66cf5cb046163f3cba8b456c.html|archive-url=https://web.archive.org/web/20240901031920/https://www.marca.com/en/lifestyle/uk-news/2024/08/28/66cf5cb046163f3cba8b456c.html|access-date=16 October 2024 |date=28 August 2024 |archive-date=September 1, 2024 |url-status=live}} As of November that year, seven months into the brand's announcement, a CEO had allegedly not been found to lead the business.
According to Us Weekly, Closer's claims are untrue. Similarly, The Cut confirmed that there are no other verified reports of a staff exodus and difficulty finding a CEO.{{cite news|work=US Weekly |title=Meghan Markle's American Riviera Orchard lifestyle brand: What's going on? (Exclusive) |url=https://www.usmagazine.com/celebrity-news/news/meghan-markles-american-riviera-orchard-brand-whats-going-on/|archive-url=https://web.archive.org/web/20241115183928/https://www.usmagazine.com/celebrity-news/news/meghan-markles-american-riviera-orchard-brand-whats-going-on/|date=August 28, 2024 |access-date=November 19, 2024|archive-date=November 15, 2024 |url-status=live}}{{cite news |work=The Cut |title=So when will Meghan Markle actually start selling jam? |url=https://www.thecut.com/article/when-will-meghan-markle-debut-american-riviera-orchard.html |archive-url=https://web.archive.org/web/20241217184550/https://www.thecut.com/article/when-will-meghan-markle-debut-american-riviera-orchard.html|access-date=November 19, 2024 |date=August 28, 2024|archive-date=December 17, 2024|url-status=live}} The British tabloid Daily Mirror and the Scottish tabloid Daily Record claimed that Meghan named herself CEO in early December after a "fruitless" search for one. The original source of this claim is Richard Eden, a royal reporter for the British tabloid Daily Mail.{{cite news |work=Daily Record |last1=Jolly |first1=Bradley|last2=Croal |first2=Nicola|title=Meghan Markle makes bold decision after struggling to find CEO for American Riviera Orchard |url=https://www.dailyrecord.co.uk/entertainment/meghan-markle-makes-bold-decision-34239502 |archive-url=https://web.archive.org/web/20241206020444/https://www.dailyrecord.co.uk/web/20241206020444/https://www.dailyrecord.co.uk/entertainment/meghan-markle-makes-bold-decision-34239502|date=December 5, 2024|access-date=December 6, 2024|archive-date=December 6, 2024|url-status=live}}
=Renaming=
On February 18, 2025, and ahead of the premiere of her Netflix show, Meghan announced that the company's name would be changed to As Ever.{{cite magazine|magazine=People |first1=Erin|last1=Hill |first2=Janine|last2=Henni |title=Meghan Markle renames lifestyle brand 'American Riviera Orchard' to 'As Ever.' And yes, there will be jam|url=https://people.com/meghan-markle-changes-name-lifestyle-brand-american-riviera-orchard-as-ever-8737049|archive-url=https://web.archive.org/web/20250220071201/https://people.com/meghan-markle-changes-name-lifestyle-brand-american-riviera-orchard-as-ever-8737049|date=February 18, 2025|access-date=February 18, 2025|archive-date=February 20, 2025|url-status=live}}{{Cite news|work=The New York Times|title=Meghan Markle reimagines her lifestyle brand As Ever |last=Syckle|first=Katie Van|url=https://www.nytimes.com/2025/02/18/style/meghan-markle-rebrands-american-riviera-orchard.html|archive-url=https://web.archive.org/web/20250219005523/https://www.nytimes.com/2025/02/18/style/meghan-markle-rebrands-american-riviera-orchard.html|date=February 18, 2025|access-date=February 19, 2025 |archive-date=February 19, 2025|url-access=subscription|url-status=live}} The name change raised concerns with two small business owners in the US sharing the same name, a vintage clothing company in New York and New Jersey As Ever and a photography company, As Ever Photography.{{Cite news |date=February 19, 2025 |title=Fans spot controversial detail in Meghan Markle's new brand name |url=https://au.lifestyle.yahoo.com/fans-spot-controversial-detail-in-meghan-markles-new-brand-name-as-ever-053711806.html |access-date=February 19, 2025 |work=Yahoo! Lifestyle |first=Marni |last=Dixit |archive-date=February 19, 2025 |archive-url=https://web.archive.org/web/20250219072001/https://au.lifestyle.yahoo.com/fans-spot-controversial-detail-in-meghan-markles-new-brand-name-as-ever-053711806.html |url-status=live}}{{cite news|title=NYC clothing label 'As Ever' speaks out after Meghan Markle shares rebranding news|work=The Independent|first=Brittany |last=Miller|url=https://www.the-independent.com/life-style/royal-family/meghan-markle-as-ever-brand-trademark-b2701048|archive-url=https://web.archive.org/web/20250504171036/https://www.the-independent.com/favicon.ico |date=February 19, 2025|access-date=February 19, 2025|archive-date=4 May 2025|url-status=live}} The United States Patent and Trademark Office had partially rejected her application for trademark in 2023 because the firm's name was too close to the name of the Chinese clothing outlet ASEVER.{{Cite news |work=The Standard|last=Wilson |first=Shaun|title=Meghan Markle 'banned' from selling clothes under new As Ever brand |url=https://www.standard.co.uk/news/meghan-markle-clothes-as-ever-brand-b1212743.html|archive-url=https://web.archive.org/web/20250223162534/https://www.standard.co.uk/news/meghan-markle-clothes-as-ever-brand-b1212743.html|date=February 23, 2025|archive-date=February 23, 2025|access-date=February 23, 2025|url-status=live}}
In addition, As Ever's logo which features a palm tree flanked by two birds identified as hummingbirds prompted reactions from Spanish officials in Porreres, Mallorca, because of its similarity to the town's coat of arms which also features a palm tree flanked by two birds, however, the birds on the town's seal are swallows. The town's mayor, Xisca Mora, stated that she was seeking legal counsel on how to approach the issue.{{Cite news|work=The Cut |last=Craighead |first=Olivia |title=Meghan Markle's jam business has a new name |url=https://www.thecut.com/article/meghan-markle-new-as-ever-lifestyle-brand.html|date=February 18, 2025|archive-url=https://web.archive.org/web/20250218173618/https://www.thecut.com/article/meghan-markle-new-as-ever-lifestyle-brand.html|access-date=February 19, 2025 |archive-date=February 18, 2025|url-status=live}}
Products
=Strawberry jam=
After the company's soft launch in March 2024, Meghan sent 50 jars of strawberry jam to select friends and public figures. Some of the recipients then posted the jam on their social media channels. Among them were the Argentine polo player Nacho Figueras; the actresses Tracee Ellis Ross, Abigail Spencer, Garcelle Beauvais, and Mindy Kaling; the media personality Kris Jenner; and the singer John Legend and his wife, the model Chrissy Teigen.{{cite news|magazine=Town & Country |last=Burack |first=Emily |title=Meghan Markle reveals new American Riviera Orchard products |url=https://www.townandcountrymag.com/society/tradition/a61140361/meghan-markle-new-american-riviera-orchard-products/|archive-url=https://web.archive.org/web/20240618213628/https://www.townandcountrymag.com/society/tradition/a61140361/meghan-markle-new-american-riviera-orchard-products/|access-date=3 July 2024|date=17 June 2024 |archive-date=June 18, 2024|url-status=live}}{{cite news |last1=Spence |first1=Niamh |last2=Bagdi |first2=Annabal |title=Meghan Markle fans 'defend cheap mistake from luxury lifestyle brand American Riviera Orchard' |url=https://uk.news.yahoo.com/meghan-markle-fans-defend-cheap-175118468.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAABSKMSc72kfsvT3Flwx1V8b5HX9Nik4js1mf2AARqv6X0HbeLRyRHzpbxST5jKa_96crcBfGbU-9HoespFV7QNLVQ1PLVQm6V6iAtuShNb9ZzhJbgKPF-JbyU6LVqoPZsFe0BeX5NtBdd56dLkWP4fmS-5DzxrMp-LtZcZQSjLpL |access-date=3 July 2024 |publisher=Birmingham Live |date=17 April 2024 |archive-date=December 24, 2024 |archive-url=https://web.archive.org/web/20241224073258/https://uk.news.yahoo.com/meghan-markle-fans-defend-cheap-175118468.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAABSKMSc72kfsvT3Flwx1V8b5HX9Nik4js1mf2AARqv6X0HbeLRyRHzpbxST5jKa_96crcBfGbU-9HoespFV7QNLVQ1PLVQm6V6iAtuShNb9ZzhJbgKPF-JbyU6LVqoPZsFe0BeX5NtBdd56dLkWP4fmS-5DzxrMp-LtZcZQSjLpL |url-status=live }}{{cite magazine|magazine=Town & Country |last=Burack|first=Emily|title=A complete list of everyone who received Meghan Markle's American Riviera Orchard jam |url=https://www.townandcountrymag.com/society/tradition/g60567172/meghan-markle-american-riviera-orchard-jam-recipients/|archive-url=https://web.archive.org/web/20240617171245/https://www.townandcountrymag.com/society/tradition/g60567172/meghan-markle-american-riviera-orchard-jam-recipients/ |access-date=3 July 2024|date=30 April 2024 |archive-date=June 17, 2024 |url-status=live}} After the release of the limited edition jam, an unknown source claimed on Sky News that sales of Meghan's father-in-law Charles III's unrelated strawberry jam, which is sold through The Highgrove Shop and through Waitrose Duchy Organic at Waitrose supermarkets, increased substantially.{{cite news |last1=Sullivan |first1=Reilly |title='Beneath him': King Charles refuses to 'sink' to Meghan Markle's level with petty American Riviera Orchard jam dispute |url=https://www.skynews.com.au/lifestyle/celebrity-life/beneath-him-king-charles-refuses-to-sink-to-meghan-markles-level-with-petty-american-riviera-orchard-jam-dispute/news-story/a417872cf7ca6932e80564c0bbb5fa9d |access-date=July 10, 2024 |publisher=Sky News |date=July 9, 2024}} Some news outlets and tabloids speculated American Riviera Orchard engaged in purposeful competition with Charles, with Marie Claire calling it "the battle of the strawberry jams" and OK! calling it "royal jam rivalries".{{cite news|magazine=Marie Claire |last=Burchfield |first=Rachel |title=It's not in King Charles' nature to upstage daughter-in-law Meghan Markle and her lifestyle brand American Riviera Orchard with competing retail products, royal commentator says |url=https://www.marieclaire.com/celebrity/royals/king-charles-wouldnt-try-to-intentionally-upstage-meghan-markle-lifestyle-brand/|archive-url=https://web.archive.org/web/20240811013419/https://www.marieclaire.com/celebrity/royals/king-charles-wouldnt-try-to-intentionally-upstage-meghan-markle-lifestyle-brand/|access-date=10 October 2024|date=19 July 2024 |archive-date=August 11, 2024 |url-status=live}} Conversely, Marie Claire also pointed out Buckingham Palace's decision to promote its own strawberry jam on social media just days after Meghan sent out samples of American Riviera Orchard's jam.{{cite news |title=Curiously, Just as Meghan Markle Sends Samples of Her New Strawberry Jam Out, the Buckingham Palace Shop Starts Promoting Its Own Strawberry Jam on Social Media |url=https://www.marieclaire.com/celebrity/royals/battle-of-the-strawberry-jam/ |access-date=19 November 2024 |publisher=Marie Claire |date=25 April 2024 |archive-date=January 6, 2025 |archive-url=https://web.archive.org/web/20250106025335/https://www.marieclaire.com/celebrity/royals/battle-of-the-strawberry-jam/ |url-status=live }}
=Other products=
Along with strawberry jam, Meghan released announcements the brand would be working on raspberry jam, dog treats, and homeware items, including tableware and drinkware.{{cite magazine|magazine=People |last1=Hill|first1=Erin |last2=Henni|first2=Janine |title=Meghan Markle renames lifestyle brand 'American Riviera Orchard' to 'As Ever.' And yes, there will be jam|url=https://people.com/meghan-markle-changes-name-lifestyle-brand-american-riviera-orchard-as-ever-8737049|archive-url=https://web.archive.org/web/20250220071201/https://people.com/meghan-markle-changes-name-lifestyle-brand-american-riviera-orchard-as-ever-8737049|date=July 7, 2024|access-date=February 20, 2025|archive-date=February 20, 2025|url-status=live}}{{cite news |title=Meghan Markle wraps filming on unnamed Netflix project weeks after American Riviera Orchard release |url=https://www.nzherald.co.nz/lifestyle/meghan-markle-wraps-filming-on-unnamed-netflix-project-weeks-after-american-riviera-orchard-release/OJCTWJS27JGQFKJI6F3BDHRG7E/ |access-date=July 10, 2024 |publisher=New Zealand Herald |date=July 13, 2024}} In late June 2024 Marie Claire speculated the next product will likely be a rosé wine.{{cite magazine |magazine=Marie Claire|last=Burchfield |first=Rachel|title=Meghan Markle's lifestyle brand, American Riviera Orchard, has reportedly decided on what product offering the public can buy first—and it feels authentic to Meghan herself |url=https://www.marieclaire.com/celebrity/royals/meghan-markle-american-riviera-orchard-rose-wine-product-offering/|archive-url=https://web.archive.org/web/20240627014821/https://www.marieclaire.com/celebrity/royals/meghan-markle-american-riviera-orchard-rose-wine-product-offering/ |access-date=3 July 2024|date=26 June 2024 |archive-date=June 27, 2024 |url-status=live}} As of March 2025, the As Ever website listed raspberry jam, honey, three herbal teas, shortbread cookie mix, crepe mix, and "flower sprinkles" as upcoming offerings. The products were launched in small quantities on April 2 and made available for shipping across the United States.{{cite news|work=The Telegraph|first=India|last=McTaggart|first2=Victoria|last2=Ward |title=Meghan's As Ever range sells out in 30 minutes... even the £21.60 jars of honey|url=https://www.telegraph.co.uk/news/2025/04/02/meghan-reveals-prices-as-ever-range-jam-raspberry-sussex/|archive-url=https://web.archive.org/web/20250403030826/https://www.telegraph.co.uk/news/2025/04/02/meghan-reveals-prices-as-ever-range-jam-raspberry-sussex/|date=April 2, 2025|access-date=April 3, 2025|archive-date=April 3, 2025|url-access=subscription|url-status=live}} The company plans to release additional products seasonally, gradually extending its range to include items related to hosting and household goods.{{cite magazine|magazine=Inc|first=Ali
|last=Donaldson|title=“It’s just an extension of me:” Megan, Duchess of Sussex launches lifestyle brand|url=https://www.inc.com/ali-donaldson/meghan-duchess-of-sussex-takes-on-a-new-title-founder/91166953|archive-url=https://web.archive.org/web/20250406084227/https://www.inc.com/ali-donaldson/meghan-duchess-of-sussex-takes-on-a-new-title-founder/91166953|date=April 2, 2025|access-date=April 7, 2025|archive-date=April 6, 2025|url-access=subscription|url-status=live}}
Reception
In a since-deleted yet widely cited article, the royal author Tom Quinn wrote that the launch of the brand was greeted with intense scrutiny and "mockery" online, while the conservative news channel Sky News Australia said the launch was "ridiculed".{{cite news |work=In Style|last=Petak |first=Tessa|title=Meghan Markle is already anticipating the backlash for American Riviera Orchard |url=https://www.instyle.com/meghan-markle-expecting-backlash-american-riviera-orchard-8678387 |archive-url=https://web.archive.org/web/20240716000358/https://www.instyle.com/meghan-markle-expecting-backlash-american-riviera-orchard-8678387|access-date=July 16, 2024 |date=July 15, 2024 |archive-date=July 16, 2024 |url-status=live}}{{cite news|work=Sky News|last=Rayner |first=Isabella|title='Furious': Prince Harry 'holding' Meghan Markle back from confronting King Charles over latest Highgrove launch |url=https://www.skynews.com.au/lifestyle/celebrity-life/furious-prince-harry-holding-meghan-markle-back-from-confronting-king-charles-over-latest-highgrove-launch/news-story/e402121a890e1db74cd52dd392e3bfc0|archive-url=https://web.archive.org/web/20240719080522/https://www.skynews.com.au/lifestyle/celebrity-life/furious-prince-harry-holding-meghan-markle-back-from-confronting-king-charles-over-latest-highgrove-launch/news-story/e402121a890e1db74cd52dd392e3bfc0|access-date=July 19, 2024 |date=July 19, 2024 |archive-date=July 19, 2024|url-status=live}} In October 2024, the journalist Tina Brown claimed that Meghan's unprofessionalism had impacted the brand's ability to release any product and called her ideas "total crap".{{cite news |magazine=OK|last=Tinsley |first=Katherine |title=Meghan Markle slammed for her bad business ideas by royal expert Tina Brown: 'She doesn't listen' |url=https://okmagazine.com/p/meghan-markle-slammed-bad-business-ideas-american-riviera-orchard/ |archive-url=https://web.archive.org/web/20241112060309/https://okmagazine.com/p/meghan-markle-slammed-bad-business-ideas-american-riviera-orchard/|access-date=23 October 2024 |date=22 October 2024 |archive-date=November 12, 2024 |url-status=live}}
References
{{reflist}}
External links
- {{official website|https://asever.com/}}
{{Meghan, Duchess of Sussex|state=collapsed}}
Category:2024 establishments in California
Category:Companies based in Santa Barbara County, California