Project Potluck Brings on Executive Director to Lead Next Phase of Development

Project Potluck, an organization focused on helping “People of Color thrive in the CPG industry,” has taken the next step in its development: becoming certified as a 501(c)(3) nonprofit and bringing on Kathleen Casanova as its executive director. The changes, which were announced earlier this month, will allow the group to better serve its members and allow the organization to provide more access to mentors and informational resources.

Started in late 2020 by A Dozen Cousins founder and CEO Ibraheem Basir, along with Ayeshah Abuelhiga, Founder and CEO of Mason Dixie Foods and Arnulfo Ventura, CEO of Alter Eco, Project Potluck aims to combat the underrepresentation of Black, Indigenous, People of Color (BIPOC) in the CPG industry.

“Our goal is to help People of Color build successful companies and careers in CPG,” Basir said. “We envision a future world where the people who purchase, eat, drink and use products on their hair, skin and body are represented at the shelf and by the leadership of the companies they support.”

The organization offers its members networking opportunities as well as advice from fellow founders and executives on everything from raising capital to company development. At press time, Project Potluck had over 600 members, all from the BIPOC community, and has hosted seven virtual events with speakers ranging from Tristan Walker to Questlove. The group has also developed a support system of 200 industry veterans to provide mentorship and advice, with 230 members already taking part in the organization’s small group mentorship program.

Basir said that the reception to Project Potluck’s mission and purpose has demonstrated how badly this type of network was needed. Becoming a nonprofit, he said, will allow the organization to expand its programming via greater fundraising efforts. Donations to 501(c)(3) nonprofits are tax-deductible, offering corporations and individuals further incentive to give back.

Part of Casanova’s new role will be to increase Project Potluck’s fundraising efforts in order to continue to be able to offer its members programming and opportunities free of charge. Hiring an executive director was also key in order to ensure the organization’s longevity.

“[Ayeshah, Arnulfo and] myself are all CEOs leading our own businesses, so there was always a limit to how much we could grow Project Potluck as a part-time endeavor,” Basir said. “By bringing on an executive director we now have someone who can focus all of their effort and energy on Project Potluck’s community and mission.”

Casanova, who previously worked for nonprofits, most recently was a CPG recruiter. In addition to starting her tenure by getting to know and grow the community, she will also oversee the final steps of building out a members-only section of the nonprofit’s website and begin to set up the organization’s first in-person events.

“I see us continuing to steward the community of Color in CPG and serving as the premier professional community for POC by POC in the industry. I see us being a safe space in the industry and a valuable resource in growing POC careers and companies. I see us being the first stop for our industry when they want to reach, hire and support People of Color,” Casanova said. “And I see us creating lasting change and more equitable representation in the industry.”