Scottish craft brewer Fierce beer has launched a new social and environmental initiative called the Fierce for Good Foundation.
It will donate profits from the sale of certain beers into a dedicated fund that will support a range of causes, from local community initiatives to large-scale environmental restoration and social wellbeing programmes.
The first brew, This IPA Plants Trees, has rolled into Sainsbury’s stores nationwide. A portion of profits from its sale will be directed via the Fierce for Good Foundation toward national woodland restoration projects and the protection of UK native forests.
“At Fierce, we’ve always believed that beer can, and should, be a force for good,” said Dave Grant, managing director of Fierce Beer. “As we enter our second decade, we want to ensure that as our production scales, so does our positive impact. This Sainsbury’s listing provides the national platform we need to turn that belief into immediate, tangible action.”
The Fierce for Good Foundation will be governed by an internal steering committee comprised of employees from across the business.
No company directors sit on the committee, to ensure that funding decisions are “rooted in the communities where Fierce staff live and work”, according to the brewer.
While the Fierce for Good Foundation is not a registered charity, Fierce has committed to a strict charter of transparency including publishing a yearly impact summary report detailing the total funds that have been distributed and the specific projects supported.
“Our vision is simple. We want to help create a world where business plays its part in lasting positive change: one beer, one community and one project at a time,” added Grant.
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