Meghan Markle finally addresses As Ever trademark drama & blames ‘word salad’ for rebrand on new podcast
MEGHAN Markle has broken her silence on the drama surrounding her As Ever trademark on her new podcast.
Speaking on Confessions of a Female Founder, Meghan revealed she 'secured' the trademark back in 2022.
The 43-year-old has been embroiled in drama over her brand since its launch.
Meghan told her podcast today with Kadi Lee: "I had secured As Ever as a name in 2022, and then as everything started to evolve last year, and bringing in a partner the size that it was, it was just so interesting.
"You remember, I said, 'I like American Riviera as an umbrella,' and then be able to have verticals beneath it. And maybe have the 'Orchard' really small. But when that's not feasible … suddenly it became this word salad. I didn't love that so much.
"I was like, 'OK, let's go back to the thing that I've always loved. Let's use the name that I protected for a reason that had sort of been under wraps'.
"And then we were able to focus in the quiet and put our heads down and build on something that no one was sniffing around to even see about. It was really just helpful to have that quiet period."
Last month, she was told to change the application for the As Ever trademark.
If she doesn't respond within three months, she will have to abandon it.
Her original name for the business was American Riviera Orchard, but the Duchess said she was forced to change it because the term "limited" her to ingredients that are made in the area.
It later emerged that American Riviera is a nickname for Santa Barbara, and the patent office refused Meghan's application because businesses can't trademark places.
There was then backlash over Meghan's new name "As Ever" because the logo is also the symbol of a Majorcan village.
The palm tree with two birds is the official coat of arms of Porreres, and the mayor called Meghan's brand a "total copy".
In a further clash, a New York clothing brand that is also called As Ever warned it was looking into "possibilities" to fight back but later admitted it doesn't own the trademark.
At the start of the month, Meghan launched As Ever with a range of items for sale from £11 jars of jam to £22 limited edition honey.
Within half-an-hour the range was out of stock, prompting Meghan to post on Instagram: "Our shelves may be empty, but my heart is full!"
However marketing experts cast doubt on the success, suggesting it was a "ploy".
It comes after experts warned the Duchess of Sussex is struggling to find her target audience.
One asked: "Does it actually have a point to this or is it just because she is Meghan, Duchess of Sussex?"
Her podcast will feature eight episodes and focus on Meghan's journey as an entrepreneur.
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Her guest stars have so far included Bumble founder Whitney Wolfe Herd and American lawyer and politician Reshma Saujani.
Meghan's podcast follows her eight-part Netflix series, With Love, Meghan, which saw her making meals and crafting with Hollywood pals.
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