INVEST IN UNCLE WAITHLEY'S BEVERAGE COMPANY TODAY!
Innovative Ginger Beer with Authentic Caribbean Roots
$223,497.15 Raised
REASONS TO INVEST
Since our launch last year, our brand and positioning have hit the mark for worldly (multicultural and mainstream) consumers, turning us into a top seller in our retail partners. We have expanding relationships with Whole Foods, Boisson, and 35+ retail establishments across the Tri-State Area. We also recently became international, securing a distributor for the founder's homeland of St. Vincent and the Grenadines.
The fast-growing specialty soda and carbonated beverage categories have captured 42% of consumer purchases in overall specialty beverages over the last two years. The ginger beer market alone is worth over $8 billion, projected to reach over $13.5 billion by 2030.*
As far as we know, we are the only Ginger Beer company incorporating fresh Scotch Bonnet Pepper into our recipe, a flavorful hot pepper that is particularly enticing to consumers. We have also developed an innovative process for making our ginger beer that is unique in the industry.
the pitch
We developed a small-batch Ginger Beer recipe using an innovative process that draws from our team's strong Caribbean roots. We are a Black-owned company using fresh, all-natural ingredients and the bold flavor of Scotch Bonnet Pepper to create a uniquely delicious beverage. With customer enthusiasm, demonstrated traction, seasoned leadership, and expanding partnerships, we are poised to elevate the craft cocktail and beverage experiences for new and established consumers of the category.
Overview
Brewing a Better Ginger Beer Inspired by Our Caribbean Roots
Caribbean consumers ARE multicultural consumers. There are six official languages of the Caribbean including English, Dutch, French, and Spanish, and multiple races, including Black, White, Arab, Asian, Indigenous, and mixed race.
According to our research, we are the only Black and Caribbean-owned ginger beer on the market. We GET our product AND our consumers. Authenticity guides everything we do from our recipe, packaging, and brand identity to our marketing.
Our founder, the nationally renowned mixologist, restauranteur and bar proprietor Karl Franz Williams developed our ginger beer from a family recipe inspired by his grandfather, Uncle Waithley. Uncle Waithley was an extraordinary man and longtime ginger farmer, beloved by his family and community. Living to 100 years old, his passion for his trade and health inspired him to make his own ginger beer.
Combining Karl's more than 17 years of experience developing and running multiple successful bars and restaurants and his leadership in the brand management, marketing, and innovation departments at Pepsi and Procter & Gamble, we are well-positioned to bring this unique ginger beer experience to lovers of flavor everywhere.
The Problem & Our solution
Mixologist-Perfected Authentic Caribbean Flavors
While the Ginger Beer category is gaining popularity amongst consumers, it lacks a high-quality brand with an authentic worldly origin story. As a result, consumers must choose between products with no significant roots in Caribbean culture, lower quality, high sugar products without natural ingredients, or products lacking unique recipes.
What truly sets us apart is our innovative process. We grind and press Peruvian Organic ginger in a method unique to the industry, and then age our ginger beer using our Vintage Fermentation process for richness and maturation. We balance the added sugar with fresh-squeezed lime juice, turmeric, and mineral water infused with natural salts to enhance our flavor.
The star of the show is the Scotch Bonnet Pepper. As far as we know, we are the only brand on the market using this ingredient. Prized throughout the Caribbean and Africa for its unique taste, this pepper adds flavor AND bite to our ginger beer.
the market & Our Traction
Rapid Growth in an Expanding Niche Market
Consumers are drawn to ginger-based beverages for their long-established health benefits. "Ginger has staring potential for treating a number of ailments including degenerative disorders (arthritis and rheumatism), digestive health (indigestion, constipation, and ulcer), cardiovascular disorders (atherosclerosis and hypertension), vomiting, diabetes mellitus, and cancer. It also has anti-inflammatory and anti-oxidative properties for controlling the process of aging. Furthermore, it has antimicrobial potential as well which can help in treating infectious diseases” (Source).
As of 2018, 72-74% of adults identify as specialty food consumers (Source). Specialty Soda and Carbonated Beverages grew 9% over the last two years to gain 42% of consumer purchases (Source). Ginger Beer is a major contributor to this trend – Reeds Inc., the largest Ginger Beer company, increased its revenue by 19% this year to $49.6 million (Source).
Since our launch in January of this year, we’ve opened 40+ accounts across New York, New Jersey, and Connecticut and sold 21,000+ bottles. We successfully launched in Harlem's Whole Foods Market and are now in the process of expanding to all 16 Whole Foods locations in New York City. Additionally, we were one of five initial companies selected for Caminus Ventures, a business accelerator promoting Black-owned businesses in the Food & Beverage industry.
*The above testimonials may not be representative of the opinions or the experiences of other customers and is not a guarantee of future performance or success.
Why Invest
Bringing Authenticity and Innovation to the Ginger Beer Market
The bottom line is, we get it. We are of the culture and know how to authentically represent it. Our launch at the Harlem Whole Foods proves this, as we quickly became one of the top ginger beers in the store, vastly outselling our competitors.
As we grow, we plan to launch exciting new flavors, grow our team, and invest in marketing to communities that are passionate about the Caribbean, and who will appreciate the realness of our brand. With experienced leadership, an outstanding product, and strong partnerships, we are ready for major growth.
ABOUT
HEADQUARTERS
2082 Frederick Douglass Blvd
New York, NY 10026
WEBSITE
View Site
Uncle Waithley’s Beverage Company is bringing our delicious, all-natural Caribbean Ginger Beer recipe to consumers across the New York Tri-State area and beyond through expanding partnerships with industry-leading retailers like Whole Foods, Boisson, and more.
TEAM
Karl Williams
Founder, Board Director and CEO
A passion that started in conversation while working on an innovation project at Pepsi, ultimately led Karl to pursue opening cocktail lounges, eventually hitting his own mark and style, inspired by lost stories of African American culinary history and culture. In 2008, Karl opened 67 Orange Street (named after the last known address of Almack’s Dance Hall the Iconic NYC Bar from the 1840s where tap dance was created). In May of 2021, 67 Orange received its highest recognition yet, when it was listed on Esquire Magazine’s list of the 27 Best Bars in America.
Karl’s family hails from the stunning Caribbean Island of St. Vincent. With the desire to celebrate this heritage and the Caribbean’s great spirit – RUM, Karl then opened Solomon & Kuff’s Rum Hall – a five thousand square foot pan-Caribbean restaurant, rum bar, and lounge – located in the Manhattanville Factory District of West Harlem.
In July 2016, Karl re-imagined the iconic New Haven Anchor Bar and Restaurant. Specializing in craft cocktails, the menu is pan-Caribbean. The New Haven Chamber of Commerce has recognized the Anchor for its creative concoctions and awarded the kitchen teams its Best Savory Dish Award.
With his captivating and charismatic approach, Karl is a sought-after speaker and presenter, particularly in the areas of mixology, craft bartending, and small business. He has been quoted in numerous articles in publications ranging from the Wall Street Journal, Crain’s, and NPR, to SevenFifty Daily, Eater, Time-Out, Thrillist, and Wine Enthusiast. He has been featured by T-Mobile, FreePour, and the Spirits Network and at the Harlem Eat Up Festival, Tales of the Cocktail, Miami Food & Wine, and Charleston Food & Wine amongst others.
Karl is a proud resident of Harlem, NYC, and a founding member of Harlem Park to Park, a neighborhood merchant association formed to help more local businesses succeed. He is also a board member of the NYC Hospitality Alliance, serves as an advisor and faculty member to the Beverage Alcohol Resource 5 – Day (the leading spirits sommelier style course), and he is a Commissioner of the Town Green Special Assessment District in New Haven, CT. He is also a member of Alpha Phi Alpha Fraternity, Inc
In 2021, Karl launched Uncle Waithley’s Vincy Brew – a small batch, all-natural ginger beer with Scotch Bonnet Pepper. Only a few months since launch, it can already be found at Whole Foods Market and at select craft cocktail bars and restaurants throughout NYC.
Karl works full-time for Uncle Waithleys Beverage Company as CEO while also spending approximately 5 hours per week with his other companies The Anchor Spa Bar and 67 Orange Street.
Michael McConnell
VP Culture & Marketing
The Rebel Camp has worked with Real Estate, Wellness, Non-profit tech, and Beverage based brands. In 2009 he was co-recipient of the “Big Apple” awards by the International Events Society. Michael also helped raise nearly $30 Million dollars for charity, through his hand in launching the successful fundraising program, Text to Pledge®. Michael is again at the forefront of innovation and is a founding board member for EquityCoin, a securities token focused on building affordable homes for homeless families. He has also taken on he role of head of culture and marketing director for Uncle Waithley’s Vincy brew.
Michael has worked in tandem with The New York Department of Education and lives a life dedicated to uplifting his community.
Michael is also a master community builder and outspoken advocate for mental health and wellness. He has dedicated his life to ensuring that people of color get the tools necessary to live full and healthy lives. Michael has been featured in Afrotech, Business insider and Black Enterprise.
He has worked with Microsoft, Healthline, LVMH, Rockstar Games, Text-To-Pledge, Sprite, and more. Michael enjoys his country home in Georgia, three exceptional children, and serving his community.
Monica Freeman-Greene
VP Organizational Strategy
In 2015 she began working with the Karl Franz Bar & Restaurant Group, which includes the Cocktail Bars 67 Orange Street in Harlem, NY and The Anchor Spa in New Haven, CT. Her focus is on creating streamlined processes in the areas of Onboarding, Training & Development, Payroll, Financial Management, Event Planning and Daily Operational Procedures.
In 2021, Monica partnered with Karl Williams on launching Uncle Waithley’s Beverage Company and currently serves as the VP, Organizational Design where she drives strategies and designs solutions to optimize organizational structure and effectiveness.
TERMS
Uncle Waithley's Beverage Company
Overview
PRICE PER SHARE
$7.37
DEADLINE
Aug 1, 2023
VALUATION
$8.01M
FUNDING GOAL
$10k - $1.07M
Breakdown
MIN INVESTMENT
$250.58
MAX INVESTMENT
$499,995.54
MIN NUMBER OF SHARES OFFERED
1,356
MAX NUMBER OF SHARES OFFERED
145,183
OFFERING TYPE
Equity
ASSET TYPE
Common Stock
SHARES OFFERED
Common Stock
Maximum Number of Shares Offered subject to adjustment for bonus shares
*Maximum Number of Shares Offered subject to adjustment for bonus shares. See Bonus info below.
Voting Rights of Securities Sold in this Offering
Voting Proxy. Each Subscriber shall appoint the Chief Executive Officer of the Company (the “CEO”), or his or her successor, as the Subscriber’s true and lawful proxy and attorney, with the power to act alone and with full power of substitution, to, consistent with this instrument and on behalf of the Subscriber, (i) vote all Securities, (ii) give and receive notices and communications, (iii) execute any instrument or document that the CEO determines is necessary or appropriate in the exercise of its authority under this instrument, and (iv) take all actions necessary or appropriate in the judgment of the CEO for the accomplishment of the foregoing. The proxy and power granted by the Subscriber pursuant to this Section are coupled with an interest. Such proxy and power will be irrevocable. The proxy and power, so long as the Subscriber is an individual, will survive the death, incompetency and disability of the Subscriber and, so long as the Subscriber is an entity, will survive the merger or reorganization of the Subscriber or any other entity holding the Securities. However, the Proxy will terminate upon the closing of a firm-commitment underwritten public offering pursuant to an effective registration statement under the Securities Act of 1933 covering the offer and sale of Common Stock or the effectiveness of a registration statement under the Securities Exchange Act of 1934 covering the Common Stock.
Investment Incentives and Bonuses*
Loyalty Based
• Previous Indiegogo Investors get 2% bonus shares
• Any of our advisors get 2% bonus shares
Time Based:
• Early Bird Bonus: Invest within the first week and receive 10% bonus
Amount Based:
• $250+: Gift certificate 4 pack + t-shirt
• $500+: Gift certificate 12 pack + t-shirt
• $1000+: 3 month subscription (three 12-packs) + t-shirt
• $2500+: 6 month subscription (six 12-packs) + t-shirt
• $5000+: 1 year monthly subscription (twelve 12-packs) + t-shirt
•$10,000+: 3% Bonus shares + 1 year monthly subscription (twelve 12-packs) + t-shirt
•$25,000+: 5% Bonus shares + 1 year monthly subscription (twelve 12-packs ) + t-shirt
•$50,000+: 7% Bonus shares + 1 year monthly subscription (twelve 12-packs) + t-shirt + private virtual mixology class with the company's founder, Karl Williams ("Karl")
•$100,000+: 10% Bonus shares + 1 year monthly subscription (twelve 12-packs) + t-shirt + private mixology class for you and a guest with Karl and curated tour of Karl's bars. Two nights – NYC and CT
•$500,000+: 20% Bonus shares + 1 year monthly subscription (twelve 12-packs) + t-shirt + private mixology class for you and a guest with Karl in St. Vincent & the Grenadines
*In order to receive perks from an investment, one must submit a single investment in the same offering that meets the minimum perk requirement. Bonus shares from perks will not be granted if an investor submits multiple investments that, when combined, meet the perk requirement. All perks occur when the offering is completed.
The 10% StartEngine Owners' Bonus
Uncle Waithley's Beverage Company, Inc. will offer 10% additional bonus shares for all investments that are committed by investors that are eligible for the StartEngine Crowdfunding Inc. OWNer's bonus.
This means eligible StartEngine shareholders will receive a 10% bonus for any shares they purchase in this offering. For example, if you buy 100 shares of Common Stock at $7.37 / share, you will receive 110 shares of Common Stock, meaning you'll own 110 shares for $737. Fractional shares will not be distributed and share bonuses will be determined by rounding down to the nearest whole share.
This 10% bonus is only valid during the investor's eligibility period. Investors eligible for this bonus will also have priority if they are on a waitlist to invest and the company surpasses its maximum funding goal. They will have the first opportunity to invest should room in the offering become available if prior investments are canceled or fail.
Investors will receive the highest single bonus they are eligible for among the bonuses based on the amount invested and time of offering elapsed (if any). Eligible investors will also receive the Owner’s Bonus and 2% Loyalty Bonus shares in addition to the aforementioned bonus.
NEW UPDATES
06.07.23
The Expansion Continues!
We are excited to announce that we are expanding again. Uncle Waithley's can now be found in 22 Market District stores in the Central US. We will be on display for the entire month of June. If you live nearby we encourage you to pop in and check us out! Thanks for all of the support!
PRESS
ALL UPDATES
06.01.23
Uncle Waithley's to be Featured at the Fancy Food Show
For Immediate Release: Media Contact: Eva Dilmanian
May 16, 2023 718.599.2591
eva@buzzwordpr.com
Uncle Waithley’s Unleashes Vincy Brew: Ginger Beer with a Scotch Bonnet Bite,
at the 2023 Summer Fancy Food Show
Harlem, NY — Uncle Waithley’s, maker of the only ginger beer infused with Scotch Bonnet pepper, will showcase its cult-followed Vincy Brew at the Specialty Food Association’s (SFA) 2023 Summer Fancy Food Show in New York City. From June 24-27th, Uncle Waithley’s will serve frosty samples of its spicy brew from Booth 1336D.
For award-winning mixologist and founder, Karl Franz Williams, the opportunity to expand distribution for Uncle Waithley’s is driven by his mission to share the authentic flavors of his Caribbean roots. This year, Williams’ team exhibits with the support of (included) CPG, a collective of BIPOC food and beverage founders dedicated to amplifying the voice of diverse makers in food and beverage. Uncle Waithley’s is one of ten emerging brands chosen to participate in the (included) 2023 Summer Cohort.
In partnership with the SFA, the Cohort program recognizes each minority-owned brand with a scholarship and promotional package that spotlights their products for discovery in a featured pavilion. "The Summer Fancy Food Show is the premier Show to find new and innovative products, network with industry professionals, and learn about the latest trends in the $175 billion specialty food industry,” said Bill Lynch, president, Specialty Food Association. “I’m excited to have Uncle Waithley’s exhibiting and look forward to seeing them at the Show.”
Williams’ alluring Vincy Brew is named for the island country where his grandfather’s prized ginger farm and zeal for healthy living inspired Uncle Waithley’s. All-natural and made with only fresh ingredients, it’s a non-alcoholic option with a sophisticated flavor profile and crisp, spicy finish, Vincy Brew infuses modern trends with rich tradition. In developing the small-batch brew, Williams honored a vintage fermentation technique that delivers unparalleled nuance and complexity. “It’s an elevated sip on its own, but a versatile mixer for both professionals and DIY cocktailers,” says Williams. “And the flavorful heat of our prized Scotch Bonnet truly captures the spirit of the Caribbean. We are immensely proud of our product and look forward to introducing it to industry tastemakers from around the world.”
Uncle Waithley’s recently rolled into 56 Whole Foods Market stores across the Northeast, as well as 22 Giant Eagle Market District locations in the Central United States. The brand is primed for additional growth in natural channel grocery retail, as well as premium foodservice channels. Uncle Waithley’s Vincy Brew is available in 12oz bottles which retail at $2.69 or in a 4-pack configuration with a MSRP of $9.99.
Presented by the not-for-profit Specialty Food Association, the Summer Fancy Food Show is a trade-only event. To register, please visit www.specialtyfood.com.
About Uncle Waithley’s Vincy Brew
Uncle Waithley’s Vincy Brew is a Black-owned small-batch non-alcoholic carbonated ginger beer developed by mixologist Karl Franz Williams and inspired by his grandfather, Uncle Waithley, who lived his entire life on the island of St. Vincent and the Grenadines. Uncle Waithley’s Vincy Brew includes Scotch Bonnet pepper, ginger, turmeric, lime, and mineral water to produce a ginger beer with a flavor like no other. Uncle Waithley’s can be found in almost 80 grocery stores (including Whole Foods Markets and Market District), 40+ bars and restaurants, and online on Amazon and Boisson. For more information, please visit www.unclewaithleys.com/ and Spice up Your Vibe ™
About the Specialty Food Association
The not-for-profit Specialty Food Association (SFA) is the leading membership trade association and source of information about the $175 billion specialty food industry. Founded in 1952 in New York City, the SFA prides itself on being an organization by the members and for the members, representing thousands of specialty food makers and manufacturers, importers, retailers, buyers, distributors, brokers, and others in the trade. The SFA owns and operates the Fancy Food Shows—which are the largest specialty food industry events in North America—as well as the sofi™ Awards—which have honored excellence in specialty food and beverage annually since 1972. The SFA produces the Trendspotter Panel annual predictions, the State of the Specialty Food Industry Report, Today's Specialty Food Consumer research, the Spill & Dish podcast, year-round educational programming for professionals at every stage in their business journey, and SFA Feed, the industry's go-to daily source for news, trends and new product information. Find out more online and connect with SFA on Facebook, Twitter, Instagram, LinkedIn, and TikTok.
Press Contact: press@specialtyfood.com
Hashtags: #UncleWaithleys #SpiceUpYourVibe #FancyFoodShow #FancyFoodNYC #SpecialtyFood #Vincy Brew
###
05.26.23
Notice of Material Change in Offering
[The following is an automated notice from the StartEngine team].
Hello! Recently, a change was made to the Uncle Waithley's Beverage Company offering. Here's an excerpt describing the specifics of the change:
Uncle Waithley's Beverage Company extending their campaign end date
When live offerings undergo changes like these on StartEngine, the SEC requires that certain investments be reconfirmed. If your investment requires reconfirmation, you will be contacted by StartEngine via email with further instructions.
05.24.23
NY Daily News Likes Us
Hey friends. We just wanted to share the latest press we got. It's good to see that the community really finds our product to be very interesting.
Here is a link to read the full story!
04.24.23
Our Campaign is Closing Soon
The expression," better late than never" definitely applies here! We can't wait to have your join our movement. But it's time to do it, we will be closing the offering soon. Invest Now
04.19.23
Founder Webinar
I look forward to sharing the latest news and updates for you about our progress. Click this link to register
03.27.23
Employee Spotlight
Woman's History Month is almost over, but we wouldn't miss the chance to introduce you to an amazing woman who is a critical part of our Leadership Team. We asked her a few questions we thought you would want to know. I hope you enjoy this interview as much as I did.
1. Tell us your name & Title - Monica Freeman-Greene, VP, Organizational Strategy
2. What is the VP of Organizational Strategy responsible for? - My primary role is to build the structure, culture, processes and workforce to drive organizational success. This includes developing a high performing leadership team, identifying the organizational capabilities needed to execute our strategic plan, and aligning our structure, systems and processes efficiently around our organizational goals.
3. How did you get started working with Uncle Waithley's? - I've actually been working with the founder, Karl Franz Williams, since 2015. I started consulting for him from an HR perspective when he opened up Solomon & Kuff Rum Hall, and we both realized how someone with my skill set could be useful to his businesses overall by focusing on overall organizational strategy. Fast forward a few years, and I became an integral part of seeing his bars - 67 Orange Street (Harlem) and Anchor Spa (New Haven) - to the most successful point they've ever been. So when he began thinking about building the leadership structure of Uncle Waithley's, it was a natural partnership!
4. As a woman in a male-dominated industry, how does it feel to be making such a huge impact? - It's definitely rewarding particularly when I get to challenge traditional mindsets and show people alternatives on approaching situations, which could be a combination of me being a woman and my HR background. But in either case, I love being a part of developing both men and women leaders and creating an environment of respect, emotional intelligence and compassion. Which I firmly believe in the long run yields better results and performance from your team than a traditional hard ball approach.
5. What makes Uncle Waithley's so unique? - Oh, that's an easy one - they have me! No, but seriously, there's the obvious - we are the only truly authentic Black and Caribbean owned Ginger beer that we know of, and our use of Scotch Bonnet Pepper which gives our beverage a one of a kind bite and flavor. But there's also our team. For one, I think we all share a similar mindset that combines the knowledge from the experience we each have in our areas of expertise with the innovation we create due to our ability to adapt to an ever changing world.
6. What are two things that Uncle Waithley's has achieved that make you proud? - Making it to the 56 Whole Foods Northeast stores within just over a year of being on the market (including in stores where my family shop which is just incredibly cool to see their face when they see a brand that I'm a part of on the shelf) and also the consistent feedback of how amazing the product tastes!
7. Any advice to women wanting to enter the beverage industry? - To be confident that their unique perspectives, approaches, skills and experience have a valuable and impactful place in this industry and that they do not need to feel pressured to fit a certain mold or be a certain way to be successful.
We look forward to including you in our amazing journey. Click here to Invest Now
03.21.23
Cuisine Noir
We love this one! They really did a good job of telling the story. Check out the full story here
Stack Owner's Bonus & Rewards!
Members get an extra 10% shares in addition to rewards below!
REWARDS
$250
StartEngine Owner’s Bonus
This offering is eligible for the StartEngine Owner’s 10% Bonus program. For details on this program, please see the Offering Summary section below.
$250
Tier 1
Gift certificate 4 pack + t-shirt
$500
Tier 2
Gift certificate 12 pack + t-shirt
$1,000
Tier 3
3 month subscription (three 12-packs – with Amazon) + t-shirt
$2,500
Tier 4
6 month subscription (six 12-packs – with Amazon) + t-shirt
$5,000
Tier 5
1 year monthly subscription (12 12-packs – with Amazon) + t-shirt
$10,000
Tier 6
3% Bonus shares + 1 year monthly subscription (12 12-packs – with Amazon) + t-shirt
$25,000
Tier 7
5% Bonus shares + 1 year monthly subscription (12 12-packs – with Amazon) + t-shirt
$50,000
Tier 8
7% Bonus shares + 1 year monthly subscription (12 12-packs – with Amazon) + t-shirt + private virtual mixology class with Karl
$100,000
Tier 9
10% Bonus shares + 1 year monthly subscription (12 12-packs – with Amazon) + t-shirt + private mixology class for you and a guest with Karl and curated tour of my bars. Two nights – NYC and CT
$500,000
Tier 10
20% Bonus shares + 1 year monthly subscription (12 12-packs – with Amazon) + t-shirt + private mixology class for you and a guest with Karl in St. Vincent & the Grenadines
JOIN THE DISCUSSION
0/2500
David Richardson
a month ago
Good morning guys, hope your well. David RICHARDSON here from New Haven . I set up my acct last night 4-30 thinking I submitted my tier amount but I’m getting messages from the search engine that I have another step to complete . I do see the funds was taken from checking acct indicating it’s somewhere in the system. Can u help me figure out what stepped I missed? Thanks .
3
0
Scottb Gillespie
2 months ago
Hi team, I took a look for you on Whole Foods and didn’t see anything when I searched for you. How is the relationship with Whole Foods? Why aren’t you listed ?
3
0
Steve Wall
2 INVESTMENTS
4 months ago
Hi, I looked over your 2021 financial statements, when will you have the ones for 2022 or did I miss seeing them? Thanks.
1
0
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Christopher Flowers
8 days ago
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