Move will expand programme’s impact through education and purpose-driven commerce
Social impact programme Thx! is to begin operating under the umbrella of Seeding Futures Inc, its US-based nonprofit organisation 501(c)(3).
A 501(c)(3) organisation is a US-based entity, such as a charity, foundation, or religious group, exempt from federal income tax under Section 501(c)(3) of the Internal Revenue Code. They are formed exclusively for charitable, religious, educational, scientific, or literary purposes, and donations to them are tax-deductible.
Thx! said this strategic transition marks a significant step forward in its mission to prove that doing good is good business – while unlocking new opportunities for brands, retailers, and consumers to create meaningful impact.
“By operating within the structure of a nonprofit, Thx! will deepen its commitment to social impact, with a stronger focus on education-driven dreams for farmworkers and their families. At the same time, partners across the value chain will benefit from a more efficient and purpose-aligned model,” the company stated.
Founder Martini Casanova commented: “This is a natural evolution of what Thx! has always stood for. We are strengthening our foundation to create more impact, more transparency, and more value for everyone involved – from farmworkers to consumers, and from brands to retailers.”
With this transition, Thx! partners – including growers, brands, and retailers – will now engage with a programme operating under a US nonprofit structure. This provides several key advantages, including enhanced credibility and transparency through nonprofit governance; greater impact focus, particularly in education and long-term empowerment; potential tax efficiency; and stronger emotional connection with consumers, reinforcing brand value and differentiation.
“The integration with Seeding Futures ensures that every action taken within the Thx! ecosystem continues to be verified, measurable, and purpose driven,” the entity said.
As part of this new chapter, Thx! and Seeding Futures announcde that Matías Notti has joined the board of directors of Seeding Futures. Notti brings extensive experience in agriculture, international business, and operations across multiple markets. His addition to the board reinforces the organisation’s commitment to scaling impact while maintaining operational excellence.
“Matias has been with us since the very beginning. He was the one who envisioned Thx! as a co-branding programme. His contribution has been incredible, and I’m truly excited to see him take on this important role,” Casanova said. “His perspective and experience will be instrumental as we expand globally.”
With this transition, Casanova said Thx! and Seeding Futures are setting the foundation for accelerated growth and deeper impact across the Americas and beyond.
The organisation’s short-term goals include expanding education-focused initiatives for farmworkers; increasing the number of partner brands and retailers; launching purpose-driven business programmes across multiple channels; and continuing to innovate in consumer engagement and storytelling.
“As we enter this new phase, our mission remains clear: to create a world where every purchase has meaning – and where helping others achieve their dreams becomes part of everyday life,” Thx! said.
