Peter Gade, new brand ambassador for healthy seed

On the side of the World Championships in Copenhagen, Denmark, Peter Gade announced today his active participation as brand ambassador in a Danish company “Original Chia” which sells seeds of the same name which have the potential  to make a difference in the fight against hunger as well as help get a better nutrition outside third world countries.

The Dane is all smiles. Smart looking in his black suit in an event truck right outside the Ballerup Arena. Reporters and photographers have been gathered to hear about his new involvement in a Danish company as a brand Ambassador, mainly to seduce the Asian Market. Only this time, it’s not only about commercial purposes. “Being involved in this project means a lot to me as I really believe that this seed can make a difference” says Gade, who’s been very active off the field of play since his retirement at the end of 2012.

Chia – the name comes from the way Columbians in a small city near Bogota used to call their moon – has been grown by the Aztecs for ages before it was eradicated by the Spanish conquistadors. It was reintroduced in 1990 when the University of Arizona looked for new crops to be grown.

“The amazing thing about this seed is that it’s a new food and that it can really make a difference in people’s lives. When I first discovered it, I thought about it as a potential business. Since then, it has become a mission for me with a strong belief that this is the tool that can change the world” says an enthusiastic Martin L. Toft (photo), CEO of the Danish based company. According to the founder,  who went on a “all Chia diet” for a full week, “500 grams of Chia is enough to feed a person for one month and brings enough proteins, calories, minerals to survive only on Chia, even if the purpose of the product is also for regular costumers as it brings both fibers and Omega 3. Gade, who has been using this Danish product for a year as part of his breakfast, believes in the value of the product. “If I’m involved with this company, it’s because I really believe in the potential of this. There is a meaning beyond the words of Martin. I’m really happy to be part of this, to be a door opener in Asian market, maybe, but also if it can make a difference elsewhere” adds Gade.

The Dane is the global Ambassador for Solibad, Badminton without Borders, a charity which helps underprivileged children. One of it’s program involved help in an area where Original Chia could be of help, In Uganda, where villagers are looking for different kinds of crops for their community. “Maybe both projects could be linked together” Gade said.