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Food startup The Alt Saints pledges $1m to help save endangered animals

The Alt Saints breakfast range

Australian business The Alt Saints has launched a campaign with equity crowdfunding platform Birchal targeting to raise up to $1 million to support conscious consumerism.

With the ethos “People, Planet and Prosperity”, the company has pledged to help save endangered animals from extinction through the expansion of The Alt Saints breakfast food brand, Saint Frankie, which produces plant-based foods such as muesli and granola, alternative milks and ready-to-drink coffee.

The company unveiled its food sub brands inspired by the patron saints characters, such as ‘Saint Frankie’ (cereals), ‘Saint Dottie’ (donuts), ‘Saint Buzz’ (salad and juice) and ‘Saint Estelle’ (ice-cream). The company said in a statement that it collectively shares 10 per cent of revenue with the organisations who are solving ecological problems.

The patron saints-inspired characters

“Our environment and all the living things that inhabit our planet are under threat, and we have no how-to handbook to navigate these challenges. With The Alt Saint’s clear, intentional purpose to make the world a better place, we are uniquely positioned to lead other companies into a space of genuine corporate social responsibility,” said The Alt Saints and Saint Frankie founder Charbel Zeaiter.

“On the spectrum between activism and social media slacktivism, there is a large available space for people to display their activism through their purchasing habits. The aim with our products is to encourage consumers to take that step closer, and by doing so make a real, positive impact on the world around them.”

Australians are now more aware of conscious consumerism and sustainability. ABOUT 55 per cent of Gen Z and 48 per cent of Millennials buy products from companies who are sustainable, according to Finder’s Consumer Sentiment Tracker’s latest report.

The Alt Saints milk range

The Alt Saints is currently processing its B-Corp status and employs workers, including “refugees, migrants, women in crisis and people living with a disability”. It pledged to also support new startups involved in artificial intelligence and blockchain to battle wildlife crime.

“With an ethos of getting the best out of people, we’re committed to giving people the space to develop, grow and take part in our mission. Our vision is to challenge the unskilled labour approach that permeates many foodservice companies today,” Zeaiter said.

French chef Manu Feildel invested in the project for the company to help raise funds for campaigns on manufacturing and product innovation, customer experience, sales and distribution as well as marketing. 

“Our food emanates love, meaning and purpose. Instead of raising capital through private investors, we chose equity crowdfunding in the hope of appealing to the wider community through their hearts, minds and taste buds,” concluded Zeaiter.

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