They include a jam maker, a removals company, a chimney sweep and even a biofuel business; companies with royal warrants are a diverse and intriguing lot. There are only about 800 companies in the world which have received this royal badge of approval, so how did they acquire this status and what’s the benefit? We take a look at the peculiar and quintessentially British institution that is the royal warrant.
“We were contacted by a railway company, but we had no idea it was for the royal train,” says James Hygate, founder and CEO of Green Fuels, on how he first began to supply the royal family. His business makes machines which convert cooking oil into biodiesel as well as the fuel itself. It soon transpired that the Prince of Wales had requested his train be run on biofuel and had asked his representatives to make inquiries. “They thought that a train couldn’t be run on more than 20% biodiesel, but we said we could do 100%. This was in 2006 and biofuel was still emerging then,” says Hygate.
Soon after, Green Fuels supplied a tanker of biodiesel to the royals and business got underway. Later, Hygate was contacted by representatives at Aston Martin and Jaguar Land Rover, as again Prince Charles wanted to make his cars greener. This deal meant Green Fuels played a part in one of the most televised events in recent history. “We provided the biofuel for the Aston Martin which was used at the royal wedding,” says Hygate. “It’s been fantastic for us, particularly because we are a small company with a new product – it gives us a lot of credibility. The whole world knows the royal family so it really helps with exports.”
However, simply supplying the royals with a product doesn’t mean a warrant is in the post. Hygate and his team supplied the royal family for five years before becoming eligible to apply. “You’ve got to show that you’ve been supplying consistently for five years,” says Hygate. “A big part of the application was around emissions, how you handle waste and recycling, which was quite easy for us due to the nature of our business. You also have to provide information on turnover and your accounts. Essentially, you need to show you’re a proper, bona fide business.”
On January 1 2013, Green Fuels gained its Royal warrant of appointment and is now permitted to place the Prince’s heraldic badge on its homepage and literature. The company has also joined the Royal Warrant Holders Association (RWHA), this has helped open up a world of exclusive contacts. “There are only about 800 members globally, so it’s a very exclusive club. You don’t have to join but everyone does and you get to go to a number of events each year. We went to Buckingham Palace during the Jubilee celebrations and got to show off what we do,” says Hygate.
Royal warrants last for five years and are awarded by the Queen and the Duke of Edinburgh, who provide use of their coat of arms. The Prince of Wales can also award warrants, providing use of an heraldic badge. The warrants have been in existence for centuries, but saw a boom during the Victorian era, especially during the creation of the RWHA in 1840. The warrant is meant as a mark of recognition and gives the holder the official right to bear the royal arms in connection to their business.
Many of the early warrant holders were tradesmen who supplied the royal family with household goods and services. A good number of those types of businesses remain to this day, with firms such as cutlery and silversmith company Arthur Price, and cleaning and laundry products business Minky. Others provide ceremonial goods, such as the florist Rosie Hughes, who creates the nosegays for the Queen at her Maundy Thursday service. There is also a long list of food manufacturers that have been in favour with the royal palate, including brewer Shepherd Neame, jam maker Wilkin & Sons and oatcake maker Walkers Shortbread.
There are also a significant number of niche businesses supplying the royal family. John Bancroft is managing director of Badgemaster, which has held a warrant to supply name badges to staff working for the royal household since 2006. “The application process is not onerous, but it is comprehensive and thorough,” says Bancroft, who has met several members of the royal family. “We have been enormously impressed by the knowledge and awareness the royal family has of our products and services. They have also expressed interest in the benefits and value that the royal warrant has provided to an independent British manufacturer like ourselves.”
The royal family fascinates people at home and abroad, and holders of the royal warrant are incredibly proud of their achievement, and attest to the notion that it boosts sales. “Our export business has grown as a direct result of having the royal warrant, as it demonstrates longevity, quality and excellent customer service,” says Ian Anderson, founder of Versapak UK, which holds a warrant for the supply of tamper-proof envelopes.
Indeed, those that hold the warrant believe it is a genuine mark of quality, and tend to look for it when making purchases. “When we are looking to source a supplier, we always search on the royal warrant holders website,” says Bancroft.
How to gain a royal warrant
1) Be green
Prince Charles’ interest in environmental issues is well known and his influence is clear. For instance, all businesses need to have an environmental and sustainability action plan before they can gain a warrant.
2) Be unique
It’s a short list and, in most cases, there’s just one entrant in each category, so a new idea is more likely to get in the mix. However, there is a churn rate of 20-40 per year, so traditional businesses shouldn’t be completely disheartened.
3) Don’t be a solicitor (or a criminal)
Professional services are not eligible for warrants, and neither are newspapers or magazines. Criminals and bankrupts are also ineligible.
4) Be premium
While the royals are said to have normal tastes – Weetabix is on the list – there are also plenty of premium brands and Waitrose is the chosen supermarket.
5) Be British
All but a dozen suppliers are British and half of the overseas companies are champagne brands.
Sign up to become a member of the Guardian Small Business Network here for more advice, insight and best practice direct to your inbox.
