‘By appointment’: How royal backing sells British goods

When Britain’s royal family grants a warrant to its favored supplier of tea or salmon, it’s not only an honor for the firm but also a major boost in the global marketplace.
The strength of the Windsor brand lends its weight to some 800 companies who are eligible to feature the royal crest and the words “By Appointment” on their products.
“It’s the ultimate mark of quality and regarded as an international stamp of approval,” Andrew Leigh, founding chairman of Scottish smoked salmon manufacturer John Ross Jr, told AFP.
“We’ve held the Royal Warrant for 24 years and in that time it has opened doors across the world and enabled us to grow the business.”
The company now exports to 36 countries and the Royal Warrant has helped increase its export market by 30-35 percent, said Leigh, adding that it would “continue to play a major factor as we expand throughout China, Japan and South East Asia.”
Royal Warrants are granted to people or companies who regularly supply goods for a minimum of five consecutive years to Queen Elizabeth II, her husband Prince Philip or her son Prince Charles.
Companies with warrants, which range from multi-national companies to small artisan firms, have the right to feature the coat of arms of whichever of the royals has backed them on their packaging — more than one royal may grant a warrant to any particular company.
Warrants are not a new invention. Tradesmen in the Middle Ages were granted official recognition, while under king Henry VIII, who reigned from 1509 to 1547, a certain Thomas Hewytt was appointed to “Serve the Court with Swannes and Cranes and all kinds of Wildfoule.”
But the process was formalized in the 19th century with the issue of warrants, and the Royal Warrant Holders Association was established in 1840.
Today, there are warrants for high-end goods such as the hunting vests worn by the outdoorsy royals. But at the other end of the scale, holders include a supermarket and a toilet paper manufacturer.
Most are British, with the exception of some French manufacturers and South Korean electronics giant Samsung. Small family businesses rub shoulders with global brands like Twinings tea or Schweppes soft drinks.
A rare few have chosen to leave the royal seal of approval off their packaging: the crest disappeared from boxes of After Eight mints, now made by Nestle, in 2009.
“After Eight is a global brand sold in more than 70 countries. In December 2009, Nestle standardised the packaging to ensure relevance and consistency in all countries, resulting in the royal warrant being removed,” said a spokesman for the Swiss food giant.
But the queen’s thumbs-up is a sought-after honor for most, especially for manufacturers of luxury goods.