Meghan’s friend Nacho Figueras previously promoted the business on social media during Kate Middleton‘s return to the spotlight at Trooping the Colour. Although Meghan didn’t upload the snapshot, some royal watchers saw Figueras’ decision as insensitive due to the Princess of Wales’ ongoing cancer battle.

“While I am sure the gift packages came with notes requesting social media coverage, you can’t tell Nacho Figueras what to do, so I think it’s certain the timing of his post was his own idea,” a source told an outlet. “The larger point here is that the American Riviera Orchard campaign has been phenomenally successful and cost Meghan nothing.”

“It is a textbook social media campaign. The only problem is that there still seems to be nothing actually for sale, so what is it all for? I guess we will find out,” they noted.