Is this a part-privatisation of the royal family brand?

The Prince of Wales has persuaded up-market grocery retailer Waitrose to come to the rescus of his struggling organic produce business - Duchy Originals…

This video explains the story in a little more detail. You can also visit the Duch Originals website here

Waitrose has entered into a licensing and distribution agreement for the Duchy Originals product range, and has an objective to significantly increase sales. The agreement gives Waitrose, Duchy Originals’ largest and most long-standing client, the exclusive right to originate, manufacture, distribute and sell Duchy Originals products in the UK.

Charities stand to benefit from higher sales - which is a good example of CSR and stakeholders in action. But others might be left with the feeling that the Royal brand is being devalued a little here?