Dear Friends,

We started LIVEKINDLY Collective with the simple goal of changing people’s beliefs and habits. Ultimately, we want to transform the broken food system into a sustainable, plant-based one. 

This idea itself isn’t new. There are many businesses around the world working on independent initiatives to promote plant-based diets. This global shift will help save our planet and its inhabitants, both animals and people. But it requires knowledge, awareness, and accessible food options to inspire people to live more consciously. 

It’s also an ambitious mission: From day one, we knew we must move quickly, boldly, and efficiently to achieve it. We designed LIVEKINDLY Collective to be the global pure-play company in plant-based alternatives, which is at the heart of protein transformation. This is not something that one person, brand or company can do alone. We are achieving this through collaboration, rather than competition. LIVEKINDLY Collective continues to assemble a powerful collection of beloved brands from across the globe. They all share our vision and core values of building an organisation that is kind, mindful and bold — with lasting impact. 

We harness the collective wisdom of these entrepreneurs, founders and top leaders from global companies who bring more than 75 years expertise in plant-based food. Their passion for our mission and unbeatable track record fuel a net-positive business model covering the entire value chain, from seed to fork. 

We’re on a mission to make plant-based living the norm, something that’s never been done before. We are already improving the quality, affordability, and nutritional value of plant-based products, making them more broadly available around the world. 

And this is just the beginning of our journey.

We’d like to take the opportunity to give special thanks to our founding members — Timo, Debbie, Wally, Anders, Anna-Kajsa, and Ankan — not only for putting their confidence and trust in us, but for inspiring us, too. 

It is both humbling and thrilling to see what started as a seed of an idea progress into an actual movement. It’s bigger than just us and involves many of you. We’re so grateful for your support, and we hope you’ll continue to join us on the journey towards a more plant-based world.

Kees Kruythoff
Former CEO and Chairman LIVEKINDLY Collective

Roger Lienhard
Founder LIVEKINDLY Collective

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