Scuderia AlphaTauri and FlexBox are pleased to announce the successful assignment of their Official Partnership to benefit Ziba Foods, a fast-growing, mission-led healthy nutrition brand.
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Ziba Foods is a U.S.-based artisanal food company that specializes in heirloom and wild-grown dried fruits and nuts from the mineral-rich valleys of Afghanistan. With a passion for social enterprise and impact investing, FlexBox founder Henrik Nielsen has exercised his vision to support the livelihood of local women and farmers through a strategic investment in Ziba Foods.
“Given that Scuderia AlphaTauri is a globally known racing team which embodies a premium lifestyle-oriented ethos, I see them as a perfect platform to promote my latest endeavour with Ziba Foods. Together, we want to use their global platform to provide international visibility to healthy nutrition while helping to achieve sustainable social and economic stability in a developing nation” said Henrik Nielsen, Founder of FlexBox and Investor in Ziba Foods.
“Henrik is a real motorsports enthusiast, but he also has tremendous lateral vision and an ability to direct resources to where they are most needed,” Franz Tost commented on the assignment. “In many ways, Ziba is everything that Formula One embodies: Inspired by the highest quality, respect, and fair play. Driven by excellence, innovation, and good health. We are grateful to Henrik for placing his trust in us and very pleased to welcome Ziba to the team.”
The AT03 cars will race with a revised livery to include the company’s branding on the front wing endplates and nose for the remainder of the 2022 Formula One season.
About Ziba Foods
Working directly with small-scale farms and cooperatives, Ziba’s products utilize time-honoured techniques combined with modernized traceability and food safety standards. As a chosen partner of the United Nations EFI Food Initiative, the company is helping connect Afghan food artisans to socially and environmentally conscious consumers. Since its inception, Ziba has implemented farmer-direct advance pay and women’s empowerment initiatives to balance economic and gender inequity. On the partnership, Patrick Johnson, Co-founder of Ziba Foods, says, “Healthy snacking is one of the biggest trends for 2022. Over 70% of millennials prefer snacking on nutrient-dense, protein-rich, gluten-free snacks, and care deeply about the origin and environmental impact of their food choices. We are thrilled to partner with Scuderia AlphaTauri, whose health and lifestyle-oriented fanbase are a perfect match for Ziba Foods.”
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