Meghan Markle recently faced a moment of embarrassment when a vast majority, 48 out of 50 influencers, declined to endorse a line of strawberry jams she was promoting.
These knockoff jams were not in line with the influencers' promotional strategies. Markle had chosen to distribute these jams to her acquaintances, aiming to draw attention to her new business venture. Each recipient received a personalized jar, a prelude to the formal launch of her brand, American Riviera Orchard, scheduled for later this spring.
Notably, fashion designer Tracy Robbins and Argentine socialite Delphina Black Air shared their jars on Instagram. However, PR expert Nick Eid remarked that the jars appeared homemade, sporting a stylish crest and a nearly handwritten brand name.
This launch event marks the latest instance of celebrities delving into the food industry trend. Julianne Moore, Will Ferrell, and LeBron James are among those who have ventured into selling their own food products. For instance, LeBron James sells honey from his gardens under the Flamingo Estate brand, fetching up to $250 per jar. Markle's inspiration for this venture may have stemmed from her father-in-law, King Charles III, who began selling products such as jam from the Dutchy of Cornwall estate in the 1990s. Markle's decision to distribute 50 jars of jam has yielded only two public endorsements so far, indicating a lack of widespread support.
The decision to number the jars has backfired, as it inadvertently reveals the limited promotional reach Markle has achieved. Only two influencers, Paramount Wife and Delphina, have posted promotional content and expressed gratitude for receiving the strawberry jam. However, these influencers may not wield significant influence, with Delphina boasting 560,000 followers and Tracy having 7,000. Critics view them as affluent individuals agreeing to post fleeting Instagram stories, which are likely to disappear within 24 hours. Additionally, staged photos featuring strawberries in the background suggest a calculated PR strategy rather than genuine endorsement.
Contrary to the picturesque image Markle aims to project, the reality may be less glamorous. Claims have emerged suggesting that recipients of Markle's gift baskets are contractually obligated to promote them on social media and refrain from selling or gifting them further. This requirement, coupled with the numbered jars, hints at a marketing tactic to create a false sense of exclusivity. Moreover, concerns have been raised about the quality of the product, with reports of labels peeling off the glass jars circulating on social media. Some users have criticized the perceived cheapness of the product, questioning its potential as the cornerstone of a business empire.
In light of these developments, Markle's foray into the food industry faces scrutiny. Critics argue that she is merely rebranding wholesale products, with her label affixed to them. A quick Google search reveals numerous companies offering private-label wholesale jams, raising questions about the authenticity of Markle's enterprise. The backlash over the quality of the homemade jams further complicates matters, undermining the credibility of Markle's brand. While Markle aspires to cultivate an image of artisanal craftsmanship, the reality appears to be far removed from this idealized portrayal.
