Endless Summer Rum announced its new fundraising initiative 5% For The Ocean, launching this week in celebration of Earth Day. Endless Summer Rum will contribute at least 5% of its worldwide net sales to ocean related causes and non-profits as part of its mission to be the global spirits industry leader for ocean preservation.
5% For The Ocean is an internal company initiative that Matti Anttila, founder of Endless Summer Rum and CEO of Grain & Barrel Spirits, intends to ultimately spin off into a stand-alone 501©(3) with other like-minded member companies. “The ocean is our playground and our inspiration. Ocean environments are being increasingly threatened and in many cases are beyond repair. Through 5% For The Ocean, our goal is to position Endless Summer Rum as a force for positive change,” says Anttila.
“As a surfer I’m often confronted with two dramatically opposing images: one of idyllic tropical paradises and another of overwhelming ocean-based pollution,” Anttila explains. “When Grain & Barrel Spirits joined 1% For The Planet, a highly impactful organization benefiting healthy climate, food, land, pollution, water, and wildlife initiatives, the roots for an ocean-specific initiative began to form and 5% For The Ocean was born. With our dedication to 1% For The Planet coupled with the launch of 5% For The Ocean, we’re excited for Grain & Barrel Spirits and Endless Summer Rum to pave the way for other companies to similarly develop solution-oriented strategies to improve ocean health.”
As one of the brand’s first commitments under 5% For The Ocean, Endless Summer Rum is a lead sponsor of The Crossing For A Cure, taking place on Saturday, June 16. Team Endless Summer Rum, and up to 100 other stand up paddle boarders will make the 70+ mile crossing across the gulf stream from Bimini in the Bahamas to Lake Worth, Florida to raise awareness and funds for Piper's Angels, a nonprofit providing aid to families battling cystic fibrosis. The Crossing For A Cure also highlights the incredible health benefits of the ocean for those living with cystic fibrosis.
Through 5% For The Ocean, Endless Summer Rum will engage communities, generate awareness and activate solutions by way of trade and non-profit partnerships, volunteer opportunities, and impactful storytelling.
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