He's bringing as many companies on board as he can...yes, even McDonalds! Just been listening to him on the BBCs 'Countryfile'.
The food companies backing the fund, donating part of the money they receive to it, will carry a logo on the packaging.

His argument for bringing in those who perhaps er..don't farm in an organic manner (I guess McDonalds was who they were talking about there) is that he has to be realistic...and his mission is to help as many small farmers as he can, particularly the hill farmers who are struggling even more than others.

£18,000 a year for the average small farmer, for a 7 day week...that drops to £6,000 a year for the small hill farmers..

He's doing his best to get young people on board too, because he knows that without them, the future looks grim.

It was lovely to hear him saying how children need to connect to the Earth, plant their own food, raise animals, see how the whole picture fits together, and how, when they do get those opportunities the children always feel close to the land.

Prince Charles has been ridiculed all his life by the media and those who loathe the Royals, but he's a very spiritual person in many ways I think..and a deep thinker. He thinks about the future, not just his own son's future, but the sons and daughters of the people of the planet..

And love him or hate him, you can't deny that underneath it all, Charlie's a good bloke at heart...

Perhaps, had we all been talking to the trees for as long as he has, this planet would be more loved and in a far better state.

I'm off to go talk to my trees now.. :0)