The shares offered in the financing rounds are class B shares. B shares have 1/10 voting rights of class A shares. By investing you agree to the Shareholder's Agreement.
Investors should support Kale United because they believe in a plant-based future and want to play a part in its future growth. This crowdfunding round will support the expansion of the Kale United portfolio. We plan to seek out the best new plant-based brands and invest in them.
The global plant-based industry has reached a critical phase in its growth, and now is the time to build on the momentum, consolidate and take the plant-based market to the next level.
This crowdfunding round will also enhance our ability to provide synergies and services to our member companies.
The problem this product solves
From food to agriculture, health, beauty, technology, publishing, and more, the world is seeing unprecedented growth in ethical, healthy and sustainable plant-based businesses:
- sales of plant-based food in the US up 8.1% in 2017 to $3.1 billion
- plant-based alternatives to milk forecast to be worth $34 billion by 2024
- faux leather industry set to reach $85 billion by 2025
And yet it is still a challenge for independent businesses to achieve scale in production, distribution, sales and marketing. We want to see more of the best plant-based companies flourish. Working together, Kale United helps them get there faster.
How the product solves it
Kale United seeks out and incorporates the best plant-based brands, consolidating and accelerating this fast-growing global market. We fill the support gap by creating an ecosystem for member companies - providing cross pollination, synergies and services that empower growth. Through our ground-breaking network, we will help our companies find the right partners for sales/distribution, financing, marketing/PR, legal/HR and more.
Our network is also an early testbed for new products from the member companies and helps spread the word about their brands. By crowdfunding Kale United, you become part of our community and a shareholder in our journey.
- We invest in new plant-based companies that are actively engaged in making the world a better place by reducing food waste, carbon footprint, or improving the health of humans and animals
- We seek to help member companies scale by becoming a long term shareholder and supporting them with synergies and services
- Uniting people who believe in a plant-based future with businesses from around the world who are making this a reality
- We democratise 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
Product use cases
Kale United is at the start of a journey. Some thoughts from our member companies:
“We chose to be part of Kale United to have a partner in Scandinavia. Måns and his team are pioneering a unique ecosystem and we are benefitting from their extensive network.” - Nadja Pinnavaia, Ph.D, CEO & Founder of Euphebe Healthcare
“Kale United was the perfect match for our online plant-based publishing company. The Kale United project is focused on harnessing and uniting the ever-growing plant-based community to change the world for the better” - Jodi Monelle, Founder & CEO of Livekindly
Måns Ullerstam Founder
Kale United founder Måns Ullerstam is a serial entrepreneur and veteran in the tech and management space. Måns is a Climate Leader, trained by the former Vice President Al Gore as part of his non-profit organisation, Climate Reality. His latest venture, Resolution Games, raised US$6 million from the most prominent ... See more
Kale United founder Måns Ullerstam is a serial entrepreneur and veteran in the tech and management space. Måns is a Climate Leader, trained by the former Vice President Al Gore as part of his non-profit organisation, Climate Reality. His latest venture, Resolution Games, raised US$6 million from the most prominent investors including Google Ventures. Prior corporate roles include heading US$100 million Swedish telco Rebtel. He is also the founder of Neutral World, a carbon footprint comparison shopping site. He has a technical background as a computer engineer in artificial intelligence and robotics. Måns launched Kale United to offer a simple, ethical option for anyone to make plant-based investments and take part in the strong growth of this emerging market. Måns is a vegan since 2015. See less
David Stenholtz Health and Science Advisor
As well as working full-time as an oncologist, David is also the founder and chairman of Doctors For The Future. The organisation’s aim is to make people more aware of how our dietary choices affect health and disease development, and how a plant-based diet can greatly improve health and quality ... See more
As well as working full-time as an oncologist, David is also the founder and chairman of Doctors For The Future. The organisation’s aim is to make people more aware of how our dietary choices affect health and disease development, and how a plant-based diet can greatly improve health and quality of life. See less
Tobias Leenaert Industry Advisor
Tobias is deeply embedded in the plant-based industry, driving positive change in the world. He is a blogger at veganstrategist.org, author of How to Create a Vegan World: A Pragmatic Approach and co-founder at The Center for Effective Vegan Advocacy (CEVA), and ProVeg International.
Across the globe, there has been an exponential rise in people adopting plant-based diets and lifestyles - many of them younger generations. In the US alone, 6% of consumers identified as mostly plant-based in 2017, up from 1% in 2014. See below links for more info on the financial field of plant-based investments:
There are a few plant-based company groups focusing on food production, but not one that is covering the entire plant-based industry. Almost none of them are plant-based only, most of them focusing on healthy foods. There are very few, if any, listed company groups on the public stock exchange that are entirely plant-based.
If you want to invest in the plant-based space, you either have 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.
Unique differentiator from competitors
- We democratise investments in the plant-based world
- We are an ethical business that mirrors the ethics of the member companies and the investors. We are 100% plant-based
- We evaluate the businesses we select for incorporation as member companies by identifying how good they are at helping out solving the United Nations Sustainable Development Goals
- We are based in Sweden and believe we can take a unique position in Sweden and Scandinavia. Our member companies are well-diversified within the global plant-based space
- Our community of stakeholders can take an active role in our decision-making and feedback process
Company revenue streams
We will empower our companies and help them thrive by increasing their business reach, and increasing awareness of their products worldwide. We will provide services to help them scale, and create an ecosystem that encourages synergies and cross-pollination between member companies.
As a holding company, Kale United is a stakeholder in the brands it invests in. Our value will increase thanks to both the revenues from services provided and to the underlying value of the portfolio of companies.
We believe we can achieve at least a 10% increase in value per year, with the underlying plant-based market growing quickly.
Kale United is a holding company building up a portfolio of plant-based member companies and helping them to achieve scale by providing services related to information, production, distribution, sales and marketing.
We are deeply rooted in the plant-based community and will, together with our member companies, ensure we have a strong presence at the right international events.
The founder of Kale United, Måns Ullerstam, is a respected entrepreneur and international speaker. We are planning to have a strong and engaging social media profile, creating an online community as well as regularly engaging with the media - both plant-based and mainstream.
Q4 2017 - Setup of Kale Invest AB, which has acted as a proof-of-concept to Kale United
Q1 2018 - Built some traction of Kale invest with more than 20,000 followers on Facebook and Twitter
Q2 2018 - Invested in a number of plant-based businesses and built up a network of partners, investors and potential companies to invest in
Q3 2018 - Setup of Kale United AB and the structure to make the crowdfunding possible
Next key objectives
Q4 2018 - Make key investments in companies already identified and new companies. Hire key staff and/or consultants and partners.
Q1 2019 - Run a second larger financing round of about 15 MSEK
Q2 2019 - Become cash flow positive. Make new investments
Q3 2020 - Run a third financing round of about 30 MSEK
This is the first external investment round. Previously, the founders invested SEK 1 million worth of existing shares in the portfolio and cash.
We believe in strong partnerships with organisations that match Kale United’s ethical and sustainable ethos, that help to grow the plant-based sector.
GlassWall Syndicate - a network of global plant-based investors who identify interesting startups, invest together and have a joint due diligence process
ProVeg - a non-profit organisation that helps startups in the plant-based space to accelerate their growth through an incubator in Berlin, Germany. Kale United will act both as a mentor and investor in those companies
FAIRR – Building a global network of investors who are focused on the risks and opportunities linked to intensive livestock production
Use of funds
- Funds will be used to invest in new companies, as well as fuelling the growth of the existing portfolio
- We will increase global awareness of Kale United, with the aim of attracting larger rounds of capital to make bigger acquisitions that further increase the group’s scope and value
- We will build up the initial team of staff, consultants, board, advisors and partners.
- The operations costs are 0.2% of the funds raised, or a minimum of 190,000 SEK/month
- As soon as we close this round of financing, we will open the door to the next round
We have already had coverage on the Kale Invest platform in vegan business magazine, Vegconomist entitled "Kale Invest: A Little Effort Can Have a Big Impact on the World" -http://vegconomist.com/interviews/kale-invest-interview/
Katrina Fox wrote about us in “How to find an investor for your vegan business”, https://veganbusinessmedia.com/how-to-find-an-investor-for-your-vegan-business/
The Founder of Kale Invest, Måns Ullerstam, is a Climate Leader, trained by the former Vice President Al Gore as part of his non-profit organisation, The Climate Reality Project.
The return on investment for an individual investor will be related to selling the shares rather than dividends. The value of the shares will be based on the value of the Kale United group, the services it offers and its growth over time.
The goal is to achieve at least 10% annual growth in the value of the holding company.
By investing in a plant-based company group with businesses in different sectors; Kale United intend to diversify the services and business propositions it offers, while fuelling and supporting the growth momentum in the plant-based industry.
External risks are market volatility and the uneven global political environment causing a decrease in the value of the global plant-based sector. We intend to mitigate these risks by becoming a stakeholder in a diverse selection of plant-based businesses across several sectors to maintain stability.
The risk of business failure of one or more of our member companies will also be mitigated by actively supporting the plant-based businesses in our group, offering access to services, knowledge and experience, and shared resources to help them grow and gain access to new markets.