Est. 2016
Building businesses.Creating lasting value.
1st Choice Holdings is an asset management company that builds, owns, and stewards a diversified portfolio of operating businesses, strategic platforms, and long-term investments.
We allocate long-term capital to opportunities where innovation, disciplined governance, strong operations, and market relevance can create enduring value. Our portfolio spans agriculture, consumer goods and retail supply, commerce, procurement technology, responsible AI, and sustainable products.
Our Portfolio
Where the portfolio meets the market
We own operating businesses across consumer goods, agriculture, commerce, procurement, and governance. The companies shown here are current holdings. Each has its own customers, management, and results, and we add businesses when the ownership case is sound.
Our consumer and retail interests encompass the sourcing, development, supply, distribution, and commercialization of products across multiple retail categories. These businesses connect products, brands, suppliers, retailers, and consumers across physical and digital channels.
We invest in digital infrastructure that connects merchants, retailers, and consumers and supports product discovery, selling, fulfillment, and scalable commerce.
We develop enterprise technology designed to make sourcing and procurement more intelligent, transparent, and operationally effective. AI-assisted sourcing intelligence spans strategy, supplier discovery, risk and sustainability signals, negotiation, savings, and ongoing monitoring.
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.
We build governance capabilities around responsible technology adoption, enterprise accountability, risk, and compliance.
We build and support businesses focused on crop nutrition, soil health, agricultural productivity, and sustainable growing practices.
We develop and support consumer brands that combine commercial utility with responsible material choices, including products that make productive use of sustainable and upcycled resources.
Ownership
What the parent provides
The four duties are equal. We have not published a split of capital among them. A company, or part of a company, can be sold.
Capital
Long-term capital for the businesses we choose to own.
Standards
Ownership standards for performance and risk.
Governance
Accountability, risk, and compliance around the businesses.
Direction
Strategic perspective the operating companies can use.
Portfolio by company
Retail Auctus
Plentrove
UPM
The Governance Agency
1st Choice Fertilizer
Purr Shell
Current operating companies, drawn as equal parts of the circle. Growth around the circle is the span of ownership from 2016 to 2026. The chart names the holdings. It does not show capital, revenue, or earnings.
Insight