Meghan Markle’s latest business move has left many scratching their heads. With a new trademark filing for baking mixes—think cookies, biscuits, and crepes—it seems the Duchess of Sussex is venturing into the food industry. But is this a winning strategy? Let’s break it down.
Food is a notoriously tough market to crack. Companies often go under trying to compete in the grocery space, which is fiercely competitive. Even if Meghan plans to sell her products online, the challenges remain significant.
For starters, shelf space in supermarkets is a premium. Brands pay hefty fees to secure spots, and established players like Betty Crocker and Duncan Hines dominate the scene. Breaking into this market requires deep pockets and a unique selling point—something Meghan’s brand, American Riviera Orchard, hasn’t yet demonstrated.
Food products come with another major hurdle: spoilage. Unlike durable goods like jewelry or clothing, baking mixes and jams have a limited shelf life. This means Meghan would need specialized storage solutions, adding to her overhead costs. And if products don’t sell quickly, they risk going to waste—a financial and logistical nightmare.
One of the biggest setbacks for Meghan’s brand is her inability to sell clothing. A Chinese company already holds the trademark for her brand name in that category, leaving her with fewer options. Clothing, unlike food, doesn’t spoil and can be a long-term revenue generator. Imagine the potential of a line of T-shirts or scarves with her signature aesthetic—far more appealing than pancake mixes.
Meghan’s pivot to food products has drawn comparisons to Betty Crocker. But here’s the thing: Betty Crocker has decades of brand loyalty and market dominance. Meghan’s brand, on the other hand, lacks a clear identity or unique value proposition. Why should consumers choose her mixes over established brands or homemade recipes?
A successful brand needs a compelling story. Why does Meghan’s brand exist? What makes it different? So far, these questions remain unanswered. Without a strong narrative, it’s hard to see how American Riviera Orchard will stand out in a crowded market.
One potential lifeline for Meghan’s brand could be a physical store. Selling her products in a dedicated retail space, perhaps in Montecito, might attract local customers and tourists. However, this approach comes with its own set of challenges, including high overhead costs and the need for consistent foot traffic.
While Meghan’s foray into the food industry is ambitious, it’s fraught with risks. The competitive landscape, shelf life issues, and lack of a unique selling point make this a tough road to success. Clothing or accessories might have been a safer bet, but for now, Meghan seems committed to the food route.
Only time will tell if her brand can rise above the challenges or if it’s destined to join the graveyard of failed food ventures. What do you think? Is Meghan’s brand a recipe for success or disaster?
Let us know in the comments!
Meghan Markle brand, American Riviera Orchard, baking mixes, food industry challenges, trademark issues, Betty Crocker comparison, shelf life problems, clothing vs. food products, business strategy analysis.
