Thx! Announces Strategic Transition Under Seeding Futures, Expanding Education and Purpose-Driven Commerce

Florida, USA — Thx!, the purpose-driven program connecting consumers with farmworkers through impactful storytelling and dream fulfillment, announced a major milestone in its evolution: the program will begin operating under the umbrella of Seeding Futures Inc., its U.S.-based nonprofit organization 501 ( C ) (3)

This strategic transition marks a significant step forward in Thx!’s mission to prove that doing good is good business—while unlocking new opportunities for brands, retailers, and consumers to create meaningful impact.

By operating within the structure of a nonprofit, Thx! will deepen its commitment to social impact, with a stronger focus on education-driven dreams for farmworkers and their families. At the same time, partners across the value chain will benefit from a more efficient and purpose-aligned model.

“This is a natural evolution of what Thx! has always stood for,” said Martin Casanova, Founder of Thx! and Seeding Futures. “We are strengthening our foundation to create more impact, more transparency, and more value for everyone involved—from farmworkers to consumers, and from brands to retailers.”

A Stronger Value Proposition for Partners

With this transition, Thx! partners—including growers, brands, and retailers—will now engage with a program operating under a U.S. nonprofit structure. This provides several key advantages:

• Enhanced credibility and transparency through nonprofit governance
• Greater impact focus, particularly in education and long-term empowerment
• Potential tax efficiency, as a significant portion of the program cost may qualify as a tax-deductible contribution in the United States
• Stronger emotional connection with consumers, reinforcing brand value and differentiation

The integration with Seeding Futures ensures that every action taken within the Thx! ecosystem continues to be verified, measurable, and purpose-driven.

Leadership Expansion to Support Growth

As part of this new chapter, Thx! and Seeding Futures are proud to announce that Matías Notti has joined the Board of Directors of Seeding Futures.

Matías brings extensive experience in agriculture, international business, and operations across multiple markets. His addition to the board reinforces the organization’s commitment to scaling impact while maintaining operational excellence.

“Matias has been with us since the very beginning. He was the one who envisioned Thx! as a co-branding program. His contribution has been incredible, and I’m truly excited to see him take on this important role.”added Casanova. “His perspective and experience will be instrumental as we expand globally.”

A Bigger Vision for the Future

With this transition, Thx! and Seeding Futures are setting the foundation for accelerated growth and deeper impact across the Americas and beyond.

The organization’s short-term goals include:

• Expanding education-focused initiatives for farmworkers
• Increasing the number of partner brands and retailers
• Launching purpose-driven business programs across multiple channels
• Continuing to innovate in consumer engagement and storytelling

As Thx! enters this new phase, its mission remains clear: to create a world where every purchase has meaning—and where helping others achieve their dreams becomes part of everyday life.

About Thx!
Thx! is a purpose-driven program that connects consumers with farmworkers through real stories and measurable impact. By integrating storytelling into the shopping experience, Thx! helps brands and retailers create emotional connections while contributing to social good.

About Seeding Futures Inc.
Seeding Futures Inc. is a U.S.-based nonprofit organization focused on improving the lives of farmworkers and their families through education, opportunity, and community support. The organization develops scalable programs designed to create long-term impact across agricultural communities.