Meghan Markle’s jam saga: From trademark troubles to Montecito’s mysterious fruit farms. Is there something fishy?

Meghan Markle’s ambitious business venture has hit a messy roadblock—and we’re not just talking about her jam. The Duchess of Sussex recently found herself entangled in trademark troubles that forced her to rebrand her lifestyle brand from "American Riviera Orchard" to the newly minted As Ever. While she’s promised an array of luxurious products, including her much-talked-about jam, there’s just one problem—no one in Montecito’s farming community knows anything about it.

From ‘American Riviera Orchard’ to ‘As Ever’: The Trademark Tangle

Markle’s original brand name, American Riviera Orchard (ARO), seemed like a perfect fit, referencing Santa Barbara’s picturesque nickname. However, legal experts at the U.S. Patent and Trademark Office (USPTO) quickly shut down her attempt to trademark the term, citing its geographical nature, which meant she couldn’t claim exclusive rights to it.

In a swift pivot, the Duchess filed new documents to trademark her two-word rebranded name—As Ever—complete with a palm tree and birds logo. The sudden change raised eyebrows, but Markle remained upbeat, addressing the name swap in a glossy Instagram teaser shot in her Montecito garden, where she explained the original name “limited” her ability to expand beyond locally produced goods.

The Jam That’s Nowhere to Be Found

Markle’s highly exclusive jam jars, which she sent to A-list friends in a social media blitz, were supposed to signal the beginning of a full-scale launch. But Montecito’s fruit farmers and jam producers are scratching their heads—because none of them claim to have had any role in its production.

According to reports from Radar Online, Molly Gean, owner of Harry’s Berries, a well-known farm in the area, stated outright: "We have no knowledge whatsoever." Meanwhile, an industrial jam producer poured cold water on the idea of Meghan handcrafting preserves in a rustic kitchen. “There’s no way that she’s slaving for hours over a hot stove stirring steaming strawberries,” they remarked. Instead, experts believe she is likely working with a co-packager—a common industry practice where a manufacturer sources ingredients, processes the product, and labels it under a brand’s name.

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A New Business Empire or Just Another Celebrity Side Hustle?

Markle insists that jam is just the beginning, with As Ever set to expand into a wide range of lifestyle products, including tablecloths, napkins, skincare, blankets, candles, diffusers, gardening tools, and even kitchen knives. She also confirmed that Netflix is a business partner, with her products set to be sold at the streaming giant’s new brick-and-mortar retail stores in the U.S.

The rebranded As Ever launch comes just weeks before Markle’s delayed Netflix show, With Love, Meghan, a project that was pushed back due to the L.A. wildfires. Whether As Ever becomes a powerhouse lifestyle brand or simply another fleeting celebrity passion project remains to be seen—but for now, Montecito’s fruit farmers are still waiting to see where Meghan’s jam is really coming from.