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The Birth of Jersey Royal
Farmer Hugh de la Haye discovers and names the 'Jersey Royal Fluke Potato' on his Bushy Farm, Mont Cochon, Jersey. This unique variety would become the island's most famous agricultural export.
Royal Recognition
The Jersey Royal Fluke Potato gains recognition for its exceptional quality and unique flavor profile, earning its 'Royal' designation and becoming synonymous with luxury.
Island Tradition
Jersey Royal Potatoes become deeply embedded in the island's culture and economy, with traditional farming methods passed down through generations.
Royal Approval
Queen Victoria tastes and approves of Jersey Royal Fluke potatoes, boosting their reputation in the UK marketing and leading to significant export growth.
Protected Designation of Origin
The Jersey Royal Fluke potato is granted a Protected Designation of Origin (PDO) under article 17 of Council Regulation (EEC) No. 2081/92. This protects the Island’s (growers) interests by establishing that the name can only be used by producers in a clearly defined area (Jersey) who comply with specified rules of production.
Jersey Royal - A Protected Brand
In order to further protect the brand, the Department of Agriculture and Fisheries, on behalf of the States of Jersey, applied to the UK patent office to register the Jersey Royal logo, 'Jersey Royal' and 'Jersey Royals' words.
The Jersey Royal Distillery Company Is Born.
While consulting on the launch of a new restaurant and bar in upstate New York, shortly after graduating from Cornell University’s School of Hotel Administration, distillery founder Marcus Calvani tasted a Polish potato vodka that stopped him in his tracks. Its silky mouthfeel and rich texture stood apart from the grain-based vodkas on offer. That moment sparked an idea: to take Jersey’s oversized, non-commercially viable Jersey Royal potatoes and transform them into a world-class spirit.
Fluke - It's More Than Just A Name.
It's our heritage that takes us all the way back to 1878. With the Government of Jersey owning the brand 'Jersey Royal', there was simply not a more obvious and authentic name for our ultra-luxury vodka than FLUKE, which is why we filed to the UK and EU patent offices for the protection of "FLUKE' on alcoholic products.
A Dedicated Misson To Solving A Problem.
Like many premium crops, Jersey Royals come with waste, potatoes that don’t meet strict retail size or shape standards. Perfect in quality but rejected by appearance, they’ve long posed a challenge for local farmers. We saw opportunity in this imperfection and set ourselves a bold goal: to use only these overlooked potatoes to craft a ultra-luxury sustainable spirit, that showcased the exquisite and unique character of our Jersey Royal Potato. A simple idea… that turned out to be anything but simple!
Team Work Makes Dream Work.
After almost 20 years, countless trials, costly failures, and advice from Europe’s top distillers, we nearly gave up. Jersey Royals delicious, waxy, and small, are nothing like the starch-heavy potatoes used around the world to produce alcohol. Not ideal to say the least! But we don’t give up. In partnership with Pleasant Land Distillery, we finally cracked it, with a solution we never expected… using 100% renewable energy and an ancient Japanese art.
Fluke Is Born.
After exactly 20 years of research, development and investment, Fluke vodka was produced for the first time, fulfilling every single one of our original goals. Made with 100% non-commerically viable Jersey Royal Potatoes, distilled using 100% renewable energy, bottled in 100% post-consumer recycled glass, a sustainable spirit over 20 years in the making. Fluke isn’t just vodka, it’s the ultimate celebration of our Island’s terroir & merroir, sustainability, a dedication to quality, & sublime patience. Because sometimes, the best things really do come to those who wait!