Help the planet when you buy incognito at Whole Foods Market

Buy incognito products at Whole Foods Market (WFM) stores and help impoverished people in the poorest countries in the world start their own businesses!

When you buy any incognito product in Whole Foods Market until 31 March we are giving all of the profit directly to their Whole Planet Foundation (WPF). In addition we are giving a £1000 cash donation directly to WPF. incognito gives 10% of our profits to charity.

But what does Whole Planet Foundation do?


The private non-profit organisation is on a mission to alleviate poverty through micro-loans in countries where Whole Foods Market sources their products. The Foundation provide grants (with 100% of donations, Whole Foods Market covers all administrative costs) to micro-finance institutions (MFIs) throughout Asia, Africa, the Americas and the Middle East. These MFI’s offer micro-loans, training and financial services to entrepreneurs in 62 of the poorest countries in the world. Every penny of the funds donated goes to micro-loans.

In addition, when these loans are paid back the local MFI re-loans the funds; the money never returns to Whole Planet Foundation. Nearly 1 million in loans have been given so far to people starting businesses mostly from their own homes. The average loan in the developing world is around £65.

This is Eric in his pharmacy. Democratic Republic of Congo.
This is Eric in his pharmacy. Democratic Republic of Congo.

One story of many that caught our eye is that of Eric. He used microloans from Whole Planet Foundation’s microfinance partner, FINCA. He runs a small pharmacy with commonly required medicines such as malaria treatments, antibiotics and digestive medicines, plus other products for mothers and babies, in the Democratic Republic of Congo. When he graduated with a degree in Public Health at the local Congolese university he found there were no job opportunities because health services are lacking in Eastern Congo. He decided to start his business and the microfinance services there helped him make it a reality. He’s also the Secretary for his loan group, too.

So if you want to get involved shop at any of the nine Whole Foods Market stores in the UK and fund many more entrepreneurs like Eric! Why wouldn’t you want to make a huge difference to people working to lift themselves out of poverty?

Whole Foods Market mirrors our own corporate values: to make the world a better place through ethical policies, supporting fantastic charities, and picking only the most conscientious companies to stock our products. We’re delighted to continue to broaden our impact on the world by adding Whole Planet Foundation to the number of charities we actively support.

And we want you to feel good when you buy our products – not just because they protect you from insects, smell nice and feel nice on your skin, but because it’s great to know your money is directly helping the world when you shop! So why not feel good when you stock up on your travel essentials at Whole Foods right now?

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