The multi award winning Salt of the Earth natural deodorant range has pledged its support to The Whole Planet Foundation – a non-profit organisation working to alleviate poverty through microcredit in communities around the world that supply Whole Foods Market stores with product.

Salt of the Earth have agreed to donate 20p from every Salt of the Earth product sold through Whole Foods Market stores until March 31st , with 100% of the proceeds directly funding microlending programs including MicroLoan Foundation Malawi and Grameen UK. Microcredit is not a hand out – it is a business transaction that empowers people to use their own talents to lift themselves and their families out of poverty.

Thomas Laird, Managing Director, said: “This is a fantastic cause that helps people in poorer countries improve their quality of life by developing their own sustainable income streams. We are proud to be a part of this and hope our customers get on board and help us raise as much money as possible to empower these individuals and help them develop their natural skills and crafts to create more prosperous lives for their families.”

Established in 1993, Salt of the Earth has consistently led by example in the natural deodorant industry, diversifying from a single stick deodorant to a product range which has won 10 product awards in the last two years.

Whole Planet Foundation is a private, non-profit organisation established by Whole Foods Market. It provides grants to microfinance institutions in Asia, Africa, the Americas and the Middle East, who in turn develop and offer microenterprise loan programs, training and other financial services to self-employed entrepreneurs impoverished communities. Microcredit empowers people to use their own talents to lift themselves and their families out of poverty. Whole Planet Foundation currently funds microlending programmes in 70 countries across Africa, Asia, Latin America and the US, helping to support 6.5 million people through 1.2 million loans.