Snoop Dogg, as his reggae alter-ego Snoop Dogg, announced Tuesday (November 13) his partnership with the Jamaica-based Mind Gardens Project, his latest non-profit initiative to establish sustainable, organic community gardens in the country.
The gardens are being developed to provide fresh fruits and vegetables to school-aged children. Beverage maker, Reed's Ginger Brew, has joined the effort in giving back, as all parties involved prepare to launch a massive Mind Gardens awareness campaign on Causes.com.
Earlier this year, Snoop Lion unveiled his latest project, Reincarnated, which consists of a soon-to-be released album, a photo book, and a feature-length documentary by VICE and Snoopadelic Films, illustrating his evolution and transition from rap to reggae. This dramatic change came about as a result of the rap legend's recent personal journey to Jamaica, where he time spent with the culture and people of the land.
Wanting to give something back in return, Snoop partnered with entrepreneur and philanthropist John Paul DeJoria, of Paul Mitchell and Patrón Spirits, for the Mind Gardens Project.
"When I went to Jamaica, we took time to visit these communities in Kingston, and I was deeply affected by the poverty and lack of good food available to the children," Snoop said. "No child should go hungry. After all the inspiration Jamaica had provided me, I felt compelled to create a program to give back to the community."
The Mind Gardens Project has already begun work in Kingston, Jamaica with locations in the neighborhoods of Trench Town and Tivoli Gardens. Here, local residents are provided with tools and resources to help them effectively grow their own food. Plans for additional domestic and international locations are in the works for the future.
As a first step to help raise awareness for the initiative, the Mind Gardens Project, with the support of Reed's Ginger Brew, has launched a campaign on Causes.com, which empowers people to take the Mind Gardens Pledge and make an effort to learn more about their own local community gardens.
Everyone who takes the pledge will have the chance to win a year's supply of Reed's Ginger Brew by visiting Causes.com/MindGardens.
Reed's Ginger Brews, founded in 1989, is based on traditional Jamaican style ginger ales or "ginger beers" as the locals call it. When it's CEO/Founder, Chris Reed, learned of Snoop's Mind Gardens Project, he knew he wanted to get involved.
"We've been looking for a way to give back to Jamaica," says Chris Reed. "Nothing is more basic than food in helping people help themselves. Snoop helping to educate the world on how to eat better, and encouraging communities to grow their own organic food – this is very positive change. We are also excited about rolling out this project to many U.S. cities. My company has always tried to offer people better, healthier options when it comes to what they drink. Our larger goal is about helping people live better, healthier lives. Snoop's Mind Gardens Project is in line with our vision. We have committed a percentage of our sales this year to help fund the program."