But posh as it may be, Farmer Charles’ store will be strictly environmentally-friendly, stocking organic veggies harvested fresh from the Prince’s nearby estate and shunning plastic carriers in favour of brown paper bags bearing the Prince of Wales’ emblem.
In fact, this princely venture is so eco-aware, even the preserves are sold in wooden boxes made from sustainable Welsh Oak.
And the Prince is, characteristically, championing a noble cause – the proceeds from the project will be fed back to the Prince’s Charities’ Foundation.
Locals will be able to stock up on more than just their five-a-day at Highgrove, too: His Royal Highness has selected a few choice items to grace the shelves – his own watercolours are up for sale, as well as royal-recipe jams and jellies and even some commemorative china to celebrate the Prince’s approaching 60th birthday.
While the Prince himself may not necessarily be spotted wearing an apron and arranging his leeks, the novelty of purchasing a reasonably-priced bunch of carrots (£1.20/ kg), or a pot of Highgrove honey (£5.95) from the Prince’s personal stock will certainly draw plenty of locals and visitors alike to the Cotswolds town.
Looks like the Prince’s latest business venture’s set to be plum!
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