Potent Ventures Inc said it has established a partnership with The Bee Conservancy, forming the foundation for its purpose-driven endangered Keystone Species product marketing strategy for The Gummy Project's initial gummy product line, featuring bees and sharks.
"Our new partnership with The Bee Conservancy is fundamental to the Gummy Project's commitment to helping raise awareness of endangered species that are crucial to the world's ecosystems," said Charlie Lamb, CEO of Potent Ventures in a statement.
He added: "We will be working collaboratively with the Bee Conservancy to align our Keystone Species strategy across multiple channels including, packaging, education, media promotion, social influencers, events and more as we support their efforts to protect bees, which are critical to all life on this planet."
READ: Potent Ventures appoints former Pepsi executive, Bruce Gillies to its Advisory Board as it prepares to launch The Gummy Project
Gummy Project's purpose-driven mandate aligns strongly with The Bee Conservancy's mission to ‘protect bees and the environments that sustain them to ensure ecological health and security for all,’ the company said.
The purpose of the partnership is to protect bees, safeguard the environment, and secure food justice through community-based education, research, habitat creation, and advocacy, through the engagement of consumers with the Gummy Project's innovative Keystone Species strategy.
The Honeybee Conservancy was founded in 2009 by Guillermo Fernandez in direct response to a tremendous decline in bee populations globally.
The Bee Conservancy's initiatives, such as their flagship program Sponsor-a-Hive, have served hundreds of thousands of people across the United States, and protected an estimated 10 million bees to date, the company said.
The Gummy Project will donate 8% of the net proceeds of its Bee-shaped gummy products sales from March 1, 2022 to February 28, 2023.
"The Bee Conservancy is extremely grateful for the support of The Gummy Project," said Rebecca Louie, executive director of the Bee Conservancy. "Their donation will help advance our mission to protect bees and bee habitats.”
She added: “This is a compelling opportunity to connect communities directly with the importance of these precious pollinators, and we are excited to align with a company committed to raising awareness and support for bees and ecosystems everywhere."
The Gummy Project's initial launch will feature two endangered Keystone Species, Sharks and Bees. Long term, the Gummy Project aspires to develop a robust endangered Keystone Species product mix, connecting with consumers through content, merchandise and live experiences that support conservation efforts with these endangered species and their ecosystems.