Nestlé launches Trix Globe NFTs for charities

Nestlé, the company behind various cereals, has launched a pair of charity NFTs: two world-inspired animations showing Dubai’s skyline. Proceeds from sales will go to the Emirates Red Crescent Charity.

The company created the NFTs to match the introduction of the Trix cereal line in the Middle East. They’re part of a larger story in which the Trix bunny goes in search of the world’s fruitiest cereal while exploring Dubai for the first time.

Emilien Mesquida, the business executive officer of Cereals Partners Worldwide, said in a press release that the company is proud to launch the region’s first “blockchain-based initiative” that goes to a humanitarian cause.

Bahaa Boumona, a brand ambassador at Cereals Partners Worldwide, says the Trix pair of NFTs shows how “daring and adaptable” the brand is, as the initiative is the first in the grain world.

Both NFTs are currently being auctioned on OpenSea. The auctions end in May 2022.

Charitable NFT Initiatives Grow

While the NFT space is associated with intense trading and flipping, NFT collections grow charitable. As Rarity Sniper reported, Pampers has aligned its NFT collection with the Black Mamas Matter Alliance, which aims to promote better maternal care for black women.

And on the homegrown Web3 side, several collections have sprung up that make charitable giving their primary focus. The first was Untamed Elephants, which has raised tens of thousands of dollars to protect elephants in various parts of the world. Another example is AlphaBetty Doodles, which has made donations to improve children’s education.

It is now standard practice in Web3 to donate a portion of coin proceeds to non-profit organizations. Women’s collections are especially focused on this, often donating money to Girls Who Code or other organizations dedicated to improving the lives of women and girls.

Time will tell how successful the Trix Globe NFT auctions are and how much money Nestlé can raise for the Emirates Red Crescent. While both auctions started at 0.1 ETH, the bids raised the floors to 0.37 for one and 0.39 for the other. Nestlé will have raised approximately $2,150 for the Emirates Red Crescent Charity when both are sold at those prices.

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