Scuderia AlphaTauri announce partnership with Ziba Foods

The AT03 cars will race in a revised livery that includes Ziba Foods brand positioning on the front wing endplates and nose.

The Formula 1 team, Scuderia AlphaTauri has announced a new partnership with an artisanal nut and dried fruit company, Ziba Foods.

Ziba Foods is a United States-based firm that focuses on heirloom and wild-grown dried fruits and nuts from Afghanistan’s mineral-rich valleys. FlexBox founder, Henrik Nielsen, who is focused on social enterprise and impact investing, has used his vision to support the livelihoods of local women and farmers through a strategic investment in Ziba Foods.

Ziba’s products are made in collaboration with small-scale farms and cooperatives, and they combine time-honoured methods with modernised traceability and food safety standards. Ziba Foods, a selected partner of the United Nations EFI Food Initiative, is assisting in connecting Afghan food artisans with environmentally oriented consumers. Ziba has incorporated farmer-direct advance pay and women’s empowerment projects since its inception to address economic and gender inequity.

For the remaining period of the 2022 Formula 1 season, the AT03 cars will race in a revised livery that includes Ziba Foods brand positioning on the front wing endplates and nose.

Henrik Nielsen, Founder of FlexBox and Investor in Ziba Foods, said, “Given that Scuderia AlphaTauri is a globally known racing team which embodies a premium lifestyle-oriented ethos, I see them as a perfect platform to promote my latest endeavour with Ziba Foods. Together, we want to use their global platform to provide international visibility to healthy nutrition while helping to achieve sustainable social and economic stability in a developing nation.” 

Franz Tost, commented on the association, “Henrik is a real motorsports enthusiast, but he also has tremendous lateral vision and an ability to direct resources to where they are most needed. In many ways, Ziba Foods is everything that Formula One embodies: Inspired by the highest quality, respect, and fair play. Driven by excellence, innovation, and good health. We are grateful to Henrik for placing his trust in us and very pleased to welcome Ziba to the team.”

Patrick Johnson, Co-founder of Ziba Foods, said, “Healthy snacking is one of the biggest trends for 2022.  Over 70% of millennials prefer snacking on nutrient-dense, protein-rich, gluten-free snacks, and care deeply about the origin and environmental impact of their food choices. We are thrilled to partner with Scuderia AlphaTauri, whose health and lifestyle-oriented fanbase are a perfect match for Ziba Foods.”

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