Meghan Markle is diving into her latest venture, but true to form, it's already stirring up trouble behind the scenes. The very people tasked with bringing this retail dream to life—Netflix staff—are reportedly burnt out before the first overpriced jar of fruit spread even makes it to a shelf.
According to an insider who shared details with Mail Online, the rollout of this project, now rebranded from American Riviera Orchard to As Ever, has been an organizational nightmare. From a hasty last-minute name change to a lingering question about whether anyone even wants Meghan’s artisanal products, the launch is off to a rocky start.
The product line is said to include a range of truly groundbreaking items like fruit spreads, honey, herbal teas, and cake mixes—none of which the world has ever seen before, apparently. It’s a big moment for Meghan, who’s been carefully shaping her persona as the queen of high-end domestic living. However, despite the glossy image and curated branding, those working behind the scenes are reportedly exhausted. The constant drama surrounding Meghan and Harry hasn’t exactly helped morale, and Netflix—somehow convinced it would be a great idea to back this project—is now looking to sell these lifestyle items at two of America’s massive shopping malls later this year.
Beneath the polished surface of influencer campaigns and social media buzz lies a frustrated team unsure if anyone actually wants a $15 jar of what’s being described as flower sprinkles. One exasperated team member shared that the internal fatigue is real and growing, with many already “over it” before the product has even launched. And if morale wasn’t low enough, the project has been wrapped in a level of secrecy that’s raising eyebrows. Staff members have reportedly been required to sign strict non-disclosure agreements, all to keep the origins of Meghan’s artisanal goods hidden from the public. It begs the question—if the source of these luxury products is such a mystery that it requires legal gag orders, why sell them at all?
The lack of transparency is already off-putting to many, but the confusion doesn’t end there. Even the branding team seems uncertain about what exactly they’re marketing. One moment it’s a fruit spread, the next it’s jam. For the record, there’s a real difference between the two—particularly in sugar and fruit content—and if consumers are being asked to pay premium prices, the terminology does matter. For someone so focused on curating her image as a tastemaker, the muddled messaging around something as simple as a jar of sweetened fruit is baffling.
So what’s the grand marketing plan? Other than assigning luxury-level prices to otherwise ordinary products, it appears the strategy hinges on enlisting a host of influencers to flood social media with glowing posts about Meghan’s gourmet creations. Because nothing screams “authentic love” for a product like a swarm of celebrities promoting free samples in exchange for a few Instagram likes. One thing’s clear: the Netflix staff working on this whirlwind of a project are more than ready for it to be over. And who can blame them?
