TruLuv Granola

Through our work we seek to create a sustainable food system that supports health and environmental protection in Ethiopia. We are working to partner with 50 smallholder farmers by sourcing directly from them, thereby improving their incomes (cutting out trader margins) and financial stability with offtake agreements.

We will continue to promote plant-based diets, which can have impacts on addressing poverty in the longer term, through reducing systemic health challenges the country will face. According to the World Resources Institute, a key element of changing consumer purchasing decisions around animal products, involves forming habits in new markets – an opportunity we have in Ethiopia with our plant-based snacks.