What is Kale United?

Kale United is a Swedish holding company building up a portfolio of plant-based brands. Our long-term goal is to be able to take Kale United to the stock market and create a plant-based public stock.

Our mission is to increase awareness and availability of plant-based products globally, and to invest in exciting new companies. We are focusing on investing in companies that solve the 17 United Nations Sustainable Development Goals, with environment and health as top priority.

As a company group, we believe we can achieve at least a 10% increase in value per year, with the underlying plant-based market growing quickly.

What problems does Kale United tackle?
The problems Kale United tackles are twofold. Firstly, despite the healthy startup landscape, it is still a challenge for independent businesses to achieve scale in production, distribution, sales and marketing.

Businesses like these almost always want to work with partners that share the same values and ethics – and this is where Kale United helps. We want to see more of the best plant-based companies flourish. Working together, Kale United helps them get there faster.

The second problem we solve is the fact that there are very few investment opportunities that allow individuals as well as companies and funds to invest ethically and sustainably, let alone in a company owning a portfolio that spans global plant-based industries.

Up until now, if you wanted to invest in the plant-based space, you either had to have a lot of capital and invest in a fund in the US, or you have to find an individual private company and try to be part of their financing round.

By crowdfunding the launch of Kale United, we are democratising access to an investment portfolio, making it possible for anyone to be a shareholder in this new high growth sector with ethical and sustainable standards and goals.

Why did you found Kale United?
I’m an investor and entrepreneur by background, with experience spanning technology, telecoms, and carbon comparison. I’ve been a vegan since 2015, and had reached the point where I wanted my professional work to authentically mirror my ethics – I want to use my skills and experience to help the plant-based sector continue to flourish, and to establish a global community of active plant-based investors.

The idea for Kale United started when I tried to invest my retirement savings in ethical, plant-based companies and realised it was not possible.

And I realised there were lots of people like me out there – individuals who want to take an active investment role in the global plant-based growth market. So the driving force behind Kale United is the desire to solve the issue of lack of ethical, plant-based investment opportunities for people all over the world.

I’ve successfully lead fundraising initiatives in the past, including raising US$ 6 million from prominent investors such as Google Ventures for my last technology venture, Resolution Games.

What is the purpose of the Kale United crowdfunding campaign on FundedByMe?
We are currently undergoing an equity crowdfunding round, which means that anyone who participates gets to become a shareholder in Kale United. The minimum crowdfunding target is SEK 2,610,000 (EUR 252,580), and we are over half way there.

We will use these funds to invest in new plant-based brands, and to continue to help our existing member companies to grow through the ecosystem.

And as we grow our ecosystem, those that participate in the crowdfunding will not only own equity in Kale United, but may also be invited to help us in the future decision making process, for instance helping decide on which brands we could consider next, or even receiving samples of new products from member companies.

The idea is to empower an active, committed community of shareholders that really care about the brands Kale United is supporting, and the future of the global plant-based movement. And this active community will – hopefully – also help to spread the word about Kale United too!

More information on the Crowdfunding campaign:

About Måns Ullerstam:
Måns is an entrepreneur and experienced investor. For his latest venture, Resolution Games, he raised US$6 million from prominent investors such as Google Ventures. As well as corporate roles heading US$100 million Swedish telco Rebtel, he also founded Neutral World: a carbon footprint comparison shopping site. Måns is a Climate Leader, trained by the former Vice President Al Gore as part of his non-profit organisation, Climate Reality and is passionate about supporting and investing in the plant-based movement. Måns is vegan since 2015

About Kale United:
Kale United is a Swedish company creating a global ecosystem for plant-based businesses to flourish. Launched in October 2018, the mission is to increase the global availability and awareness of plant-based products. Kale United provides its member companies with services that help them grow, and become a long-term shareholder in selected businesses.

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