Rapper and businessman Pitbull (Armando Christian Pérez) has joined The Good Flour Corp. (GFCO) as part of a group that will provide strategic advisory services to the Vancouver-based gluten-free and plant-based food company.
The services include the introduction of potential partners and purchasers of GFCO's line of alt-wheat flours. Products include flour, fried chicken batter, fish and chip batter, pizza and pasta mix, tempura batter, pancake and waffle blend, cake mix and pizza crusts.
Pérez’s other business interests include a TV development company, consumer products, endorsement deals with major global brands, real estate, restaurants and sustainability ventures.
"We are excited that Armando has joined GFCO as a strategic advisor," said Matthew Clayton, CEO of GFCO, in a statement. "GFCO has developed a superfood alt-wheat product and Armando's business acumen and network will significantly increase GFCO's ability to find new customers and continue its rapid growth."
A total of three million restricted share units have been granted that vest on the attainment of certain revenue and M&A based milestones.