LOS ANGELES, CA -- (Marketwire) -- 11/13/12 -- Today, pop culture icon Snoop Lion is excited to announce a new partnership in support of the Mind Gardens Project, his latest non-profit initiative to establish sustainable, organic community gardens that will provide fresh fruits and vegetables to school aged children in Jamaica. Beverage maker Reed's Ginger Brew has joined the effort to give back to Jamaica, adding momentum as they prepare to launch a massive Mind Gardens awareness campaign on Causes.com. (NASDAQ: REED)
Earlier this year, Snoop Lion unveiled his latest project, Reincarnated, which consists of a soon-to-be released album, a photo book, and a feature length documentary by VICE Films and Snoopadelic films illustrating Snoop's evolution and transition from rap to reggae. This dramatic change came about as a result of Snoop's recent personal journey to Jamaica and his time spent with the culture and people of the land. Wanting to give something back in return, Snoop partnered with entrepreneur and philanthropist John Paul DeJoria of Paul Mitchell and Patrón Spirits for the Mind Gardens Project.
"When I went to Jamaica we took time to visit these communities in Kingston, and I was deeply affected by the poverty and lack of good food available to the children," says Snoop Lion. "No child should go hungry. After all the inspiration Jamaica had provided me, I felt compelled to create a program to give back to the community."
The Mind Gardens Project has already begun work in Kingston, Jamaica with locations in the neighborhoods of Trench Town and Tivoli Gardens. Here, local residents are provided with tools and resources to help them effectively grow their own food. Plans for additional domestic and international locations are in the works for the future.
As a first step to help raise awareness for the initiative, the Mind Gardens Project, with the support of Reed's Ginger Brew, has launched a campaign on Causes.com, which empowers people to take the Mind Gardens Pledge and make an effort to learn more about their own local community gardens. Everyone who takes the pledge will have the chance to win a year's supply of Reed's Ginger Brew by visiting www.causes.com/mindgardens. As the Mind Gardens Project launches, the partnership with Reed's Ginger Brew brings a new element of positive synergy and perfectly complements Snoop Lion's efforts to provide children with proper nutrition. Reed's Ginger Brews, founded in 1989, is based on traditional Jamaican style ginger ales or "ginger beers" as the locals call it. When Reed's CEO and Founder, Chris Reed, learned of Snoop Lion's Mind Gardens Project, he knew he wanted to get involved.
"We've been looking for a way to give back to Jamaica," says Chris Reed. "Nothing is more basic than food in helping people help themselves. Snoop helping to educate the world on how to eat better, and encouraging communities to grow their own organic food -- this is very positive change. We are also excited about rolling out this project to many U.S. cities. My company has always tried to offer people better, healthier options when it comes to what they drink. Our larger goal is about helping people live better, healthier lives. Snoop's Mind Gardens Project is in line with our vision. We have committed a percentage of our sales this year to help fund the program."
"This is just the start, we have some big plans to roll out Mind Gardens stateside in the year to come," says Snoop Lion. "We can all do our part to help people eat healthier and live better. Bless up! Jah Rastafari!"
About The Mind Gardens Project
Launched in Kingston, Jamaica in late 2012, Mind Gardens is a non-profit initiative started by Snoop Lion and John Paul DeJoria, with the goal of establishing sustainable, organic community gardens that will provide fresh fruits and vegetables to school aged children in the community. Bringing these communities the proper tools and resources to cultivate their own nutritional alternatives not only makes for healthy bodies, but also healthy minds. With two gardens already underway, we need your help to spread the word, build more gardens and take this project worldwide. Together we can plant a seed, grow a garden, and change a life. For more information, please visit MindGardens.org
About Snoop Lion
Snoop Lion is the new moniker of multi-platinum artist and entertainment icon, Snoop Dogg, whose ability to stay at the forefront of popular culture and new technology has resulted in unwavering relevance. Snoop Lion, in conjunction with VICE Media and Stampede Management, are set to release Reincarnated, a project that grew from Snoop's recent trip to Jamaica where the people and culture positively affected him. The project includes a reggae album produced by Diplo and the Major Lazer production team, a feature-length documentary of his life and career, which premiered at the 2012 Toronto Film Festival to rave reviews, as well as a photo book. The full Reincarnated project is set to release early 2013. For more information, please visit SnoopLion.com
About Reed's Ginger Brew
Reed's, Inc. (NASDAQ: REED) makes the top-selling natural sodas in the natural foods industry sold in over 13,000 natural and mainstream supermarkets nationwide. Its six award-winning non-alcoholic Ginger Brews are unique in the beverage industry, being brewed, not manufactured and using fresh ginger, spices and fruits in a brewing process that predates commercial soft drinks. The Company owns the top-selling root beer line in natural foods, the Virgil's Root Beer product line, and the top-selling cola line in natural foods, the China Cola product line. In 2012, the Company launched Reed's Culture Club Kombucha line of organic live beverages. Other product lines include: Reed's Ginger Candies and Reed's Ginger Ice Creams. In 2009, Reed's started producing private label natural beverages for select national chains. Reed's products are sold through specialty gourmet and natural food stores, mainstream supermarket chains, retail stores and restaurants nationwide, and in Canada, as well as through private label relationships with major supermarket chains. For more information about Reed's, please visit ReedsInc.com
Causes.com is an online platform that provides tools for driving change. With 180 million users and over 500,000 campaigns for change, Causes is the world's largest platform for activism and philanthropy. Causes enables grassroots organizers, nonprofits and companies to run online, social impact campaigns that raise brand awareness, engage targeted audiences, and build dynamic communities. For more information, please visit Causes.com/about