If ever a collaboration could be considered “heavenly,” this might be it. Peak performance strategist and philanthropist Tony Robbins has partnered with innovation incubator Idealab New York, venture collective Loeb.nyc and growth accelerator Bonin Ventures to create Nunbelievable Inc. The premium organic baked goods company was “inspired by the delicious, handmade cookies and confectionary creations” of the friars and nuns of St. Roger Abbey, in association with the Fraternité Notre Dame, an “Instrument of Peace” religious order.
The nuns of Fraternité Notre Dame operate soup kitchens and food pantries in New York, Detroit, San Francisco and Chicago. Robbins first heard of their efforts a couple of years ago when he read about their challenges in making ends meet while endeavoring to serve others. He stepped in with donations and assistance, but also with an entrepreneurial eye.
Later this year, the mission-oriented Nunbelievable brand will offer premium cookies on a larger scale, with proceeds supporting the sisters’ work. Robbins has long been an advocate for ending hunger in the United States and leads Feeding America’s 1 Billion Meals Challenge. He brings significant star power to Nunbelievable with an innovative team: Jonathan Cohen, founder, chairman and CEO of The Trillions Co. and Idealab New York, is chairman of the board; serial food startup entrepreneur Bryan Janeczko, recognized as a tech leader, becomes CEO.
The effort, according to Mother Marie Martha, “will allow us to spend less time in the kitchen baking cookies to fund our soup kitchens, and more time in the kitchen directly feeding the people who are most in need of our help and serving those who suffer in hearts and bodies.”