Thx! has set up an independent advisory and transparency board to oversee the execution of its social impact mission.
“We have enlisted a top notch team of food industry business, marketing and ethics experts to assist in management and to ensure transparency in our processes,” the company said in a press release.
The board is made up of Nancy Tucker of the PMA; Simon Somogyi Arrell Chair in the Business of Food at the University of Guelph, Canada; Eric Biddiscombe of Tosca and David Lund of GrowthSpring Group. It will be chaired by Craig Stephen of Clear Compass Advisors.
Thx! was set up by Martin Casanova of Florida-based importer and distributor Fudi Food and Raul Fernandez of perishables consultancy Breakthrough Solutions.
Around 20 per cent of the profits from fruit sold under the label is used to help farmers achieve a ‘dream’, something that is beyond their reach that would make a significant impact on the quality of life of them, their family or immediate community.
To fund these dreams, Thx! features the picture of actual farm workers on the labels of their products. The label also has a QR code that lets shoppers connect to a video where that farm worker talks about her/his story and about the dream.
The brand is called Thx! because the farmworker is thanking the shopper for the purchase which brings his/her dream closer to achievement.