1st Choice HoldingsBuilt for Lasting Value
We connect innovation platforms, governance, and operating brands around real problems in agriculture, responsible AI, and sustainable consumer products. 1st Choice Holdings is an asset management company: as a fiduciary steward of a diversified portfolio, we allocate long-term capital and stay a steadfast partner to operators, investors, and enterprises working toward lasting financial well-being.
Sectors where we build and invest for the long term.
- • Sustainable Agriculture
- • Responsible AI Governance
- • Eco-friendly Consumer Products
Venture, technology, and governance infrastructure shared across the portfolio.
- • Plentrove
- • Retail Auctus
- • UPM
- • The Governance Agency
Operating brands in market with products aligned to those sectors.
- • 1st Choice Fertilizer
- • Purr Shell
We focus on disciplined growth, clear oversight, and work that shows up in the market. That is how we manage assets—selectively, for the long term, across operating companies and platforms.
Our ecosystem
Portfolio at a glance
Earth-Careganics™
Grow Some! NaturallyFrom backyard to broad acre
Organic fertilizer built to feed the soil first—so plants keep producing in gardens, rows, and commercial acres.
Natural almond shell cat litter
Naturally strong.Naturally clean.
PurrShell™ is a clumping almond-shell formula with 24/7 triple odor protection (urine, feces, ammonia), 99% dust-free performance, and a biodegradable-majority formula made from upcycled almond shells.
AI governance advisory
Governance that holdswhen AI decisions carry consequence.
We help boards and leadership teams govern AI and technology without losing control of how decisions are made or explained. The Governance Agency works on the architecture behind those decisions, not slide decks about them.
Where we build and operate
Sectors where innovation, sustainability, and governance compound over time—not quarter to quarter. As an asset manager, we concentrate capital in those lanes and stay selective about where the next dollar goes.
Partner With Us
Built for partnerships across innovation, operations, and growth
We work with operators, investors, distributors, enterprises, and collaborators who care about shipping products, keeping promises, and building value over years, not quarters. As an asset management company, we are a steadfast partner: we listen, we stay through the cycle, and we look for additional sources of return without losing sight of risk.
Start a Partnership ConversationAgriculture
Sustainable Agriculture
Science-driven crop nutrition and soil health solutions.
Governance
Responsible AI Governance
Governance frameworks for safe and accountable AI adoption.
Consumer
Eco-friendly Consumer Products
Products built with sustainable and upcycled materials.
Shaping industries through responsible innovation
Technology, sustainability, and governance keep converging in how companies operate. We build and back businesses in those lanes so the portfolio can compound value responsibly. That mandate is the work of an asset management company: construct a diversified portfolio, stay a fiduciary steward, and help more stakeholders experience lasting financial well-being.