On March 14, 2024, Meghan, Duchess of Sussex, returned to Instagram to introduce American Riviera Orchard, a lifestyle brand presented through a name, logo, short video and website waitlist. The launch suggested food and home products rather than opening a complete online shop. Meghan later announced that the project would use the name As Ever in February 2025, saying “American Riviera” was too limiting for the broader range she wanted to support.
What American Riviera Orchard was
The initial announcement was a brand introduction and interest-gathering exercise. Instagram and the accompanying website showed the American Riviera Orchard identity and invited visitors to join a waitlist, but the available reporting did not establish a full retail catalogue or public purchase links at launch.
Associated Press coverage on March 14, 2024, described the concept as involving food, a cookbook and cutlery. Reporting on the trademark application listed a wider set of proposed goods, including textiles, cutlery, jellies, jams, marmalades and other food spreads. Those categories describe what the filing sought to cover; they do not prove that every item was manufactured or released.
What was actually revealed
The trademark categories
| Evidence | What it supports | What it does not establish |
|---|---|---|
| Trademark goods reported by the Associated Press | A broad intended range spanning food and selected home goods, including preserves, spreads, textiles and cutlery | A confirmed product catalogue, launch schedule or public sales |
| Strawberry jam report from ITV on April 16, 2024 | Jam was reported as the first product reveal associated with the brand | That the jar was publicly listed for sale or broadly available to consumers |
The strawberry-jam teaser
ITV reported strawberry jam as American Riviera Orchard’s first product reveal in April 2024. “Reveal” is the careful description: the available report does not demonstrate a public retail listing for the jar. Readers should therefore distinguish the photographed or announced product from a product they could reliably buy.
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Why the name changed to As Ever
In February 2025, Meghan announced that the lifestyle project would use the name As Ever. The Associated Press reported her explanation that “American Riviera” felt limiting for the wider range of locally grown and made products she wanted to support.
Meghan also connected the new project with interests she had previously shared through The Tig, saying: “As Ever essentially means as it’s always been and if you followed me since 2014 with The Tig, you know I’ve always loved cooking and crafting and gardening.” She added, “Of course there will be fruit preserves.”
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That rebrand matters when describing the project today: American Riviera Orchard is the name attached to the 2024 Instagram launch, while As Ever is the later identity Meghan introduced for the broader concept. The available reporting here does not establish the current status of the original trademark or a current product range.
American Riviera Orchard timeline
- March 14, 2024: Meghan returned to Instagram and introduced American Riviera Orchard with branding, a lifestyle teaser and a website waitlist.
- April 16, 2024: ITV reported strawberry jam as the first associated product reveal.
- February 18, 2025: Meghan announced the name As Ever and explained why the original geographic name felt too restrictive.
What readers can—and cannot—conclude
- The project began publicly as a food-and-home lifestyle brand concept.
- The trademark reporting indicates intended categories, not proof that all those goods reached market.
- Strawberry jam was reported as a reveal, but public retail availability was not established by the cited coverage.
- The 2025 As Ever announcement means American Riviera Orchard should not be presented as the brand’s confirmed current name.
- No reliable sales, follower or audience statistic is established by the cited reports.
Why the launch drew attention
The announcement combined a high-profile return to Instagram with a deliberately limited reveal. It supplied a recognizable identity and a waitlist while leaving product details open, prompting questions about whether the project would become a preserves line, cookbook venture, tableware collection or a wider lifestyle business. The later As Ever announcement clarified Meghan’s intended breadth but did not, in the cited reporting, turn the original teaser into a documented retail catalogue.
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