Ethical Foods Fund to support early-stage, values-based Canadian companies that promote the future of sustainable food

The fund will support sustainable food production through early-stage, values-based food innovators – from the ethical treatment of employees on farms and factories to ending the food production cycle with compostable packaging.

Two of Western Canada’s leading marketing agencies, ZGM Inc.
and PS&Colaunched the Ethical Food Fund (EFF) – giving investors the opportunity to support the next generation of startups poised to reshape our global food system.

Proceeds from the fund will be used to support the growth of sustainable food production through early-stage, values-based food innovators – the first group of startups includes:

  • Uprooting the Food Collectivea
    Edmontonan online marketplace that helps artisan food brands, such as
    honest dumplings, South Island Pies and Little Bear Gelato — produce and scale original products;

  • Wize Iced Teaa Vancouvera New York-based company that produces low-sugar iced tea from sustainably and ethically grown coffee leaves in Nicaragua;

  • Humble Potato Chips, a Canadian family business that produces certified organic potato chips in a certified plastic-free and compostable bag; and

  • TMRW Foodsa Vancouver-based food innovation company reinventing how plant-based protein can feed the planet.

“Through the Ethical Foods Fund, our goal is to accelerate good eating,” said Eric Williamsa ZGM partner who brings 30 years of experience in food marketing, manufacturing and marketing.

Williams to lead EFF alongside PS&Co CEO Bob Stamnes, who brings decades of experience in developing corporate social responsibility and mission-driven marketing for some of Canada’s leading companies. All companies supported by the Ethical Foods Fund are assessed against social and objective criteria and found to be compliant with B Corp certification requirements — by which they are scored on environmental and social performance and trajectory, as well as other investment KPIs.

“Our approach begins with the ethical treatment of employees on farms and factories, and extends to the end of the food production cycle with compostable packaging,” Stamnes said.

Advertising innovator and president of PS&Co Franck Palmier provides strategic advice to EFF as a long-time philanthropist and advisor to the TELUS Pollinators for Good Fund — a large-scale corporate social impact fund.

“I see firsthand the benefits of the profit model with a goal that EFF is trying to achieve,” Palmer said. “As an advisor to the TELUS Pollinators Fund, its investments in for-profit, purpose-driven businesses create meaningful and measurable impact through the same business model. It’s amazing how TELUS supports mission-driven founders beyond capital and resources, also leveraging its vast network and expertise to enable these businesses to grow and thrive. With a similar vision in mind, I look forward to helping EFF take off.

A recent report from Boston Consulting Group asserted that with 25% of global GHG emissions caused by the food value chain, food system innovations – especially alternative proteins – could be the most capital-efficient and high-impact solution to address the climate crisis. And there’s no shortage of investment opportunities – the world of food tech has come alive in recent years as bold and nimble entrepreneurs continue to unveil potentially game-changing solutions to the many failings of our modern food system. In the past few months alone, we’ve spotlighted startups including Aquatic Cultured Foods,
GoodSam Foods,
perfect day,
and WNWN Foods
– all with ingenious new approaches to environmentally and socially destructive food products, processes and supply chain issues; and all poised to scale – thanks to enthusiastic, forward-looking investors. Now, Canadian investors have a direct line to help support the most exciting domestic innovations in space.

“The time has come on two fronts for EFF,” said Tara Boschfounder of
smart candies and investor in EFF. “Early-stage, goal-driven food founders are struggling to find smart money to support their growth in Canada, and consumers are turning with their wallets to ethically minded brands to support their own beliefs to leave the world in a better place. »

For more information on the Ethical Food Fund’s investment portfolio strategy, visit