Asda is understood to have had discussions with Prince Charles about how to persuade its shoppers to buy more organic food.
According to the Sunday Telegraph, Prince Charles held talks with Asda chief operating officer Andy Clarke about widening the appeal of organic food. The move comes following Prince Charles linking with upmarket grocer Waitrose last year, selling the grocer its Duchy Originals brand.
A spokesman for Prince Charles told the paper: “I can confirm that the Prince held a private meeting at Clarence House with Andrew Clarke, the chief operating officer of Asda.”
The sale of organic food has been in decline in the recession, but it is understood Prince Charles does not just want it to be the preserve of wealthier people.