POM354 is a global initiative started by James Brett in 2007 with the aim to reduce the world’s heroin output by 90% by providing Afghan farmers with an alternative to farming poppies used to make opium and heroin. Farmers joining the scheme will receive support to grow, store and process pomegranate instead of poppy.
The two entrepreneurs have recently returned from Afghanistand in the first phase to plant 100,000 pomegranate trees in the Nangarhar province.
In a further development of the initiative, the Pomegreat founder and Oliver Bolton of Alibi have created the first POM354 partnership product, Alibi pomegranate drink. The new association means that for every can of pomegranate-flavoured Alibi sold, 5p will be donated to POM354.
Like its sister drink, Alibi, the new flavour contains 100% of the RDA of vitamins C, B3, B5, B7 and B9, as well as 400% of B6, 600% of B12, amino acids and herbal extracts, including milk thistle and Gingko.
Alibi Pomegranate will be on sale in the UK from the end of March via a new listing with Waitrose.
Source: Alibi, POM354
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