How this Tampa Bay entrepreneur created a startup that helps orphans

Entrepreneur Mariagrazia Indenbosch wanted to find a way for her nonprofit to earn revenue while giving back to a cause she was passionate about – helping orphans. 

Indenbosch is the founder and CEO of the Tampa Bay-based Humanity Wine Co., a wine club that donates directly to the  youth charity, Humanity Del Sol, she started in 2012.

The concept of the wine club was born out of her need to create a business that would help funnel more funds into her nonprofit dedicated to life-altering programs that help aged-out orphans. 

That’s when she created Humanity Wine Co., the only wine e-commerce shop for business-to-business and business-to-consumer models that offer wines from around the world delivered to people’s doorsteps.  

The startup is backed by four angel investors and launched in April 2020. 

“After starting Humanity Del Sol, I quickly knew we were going into a for-profit world. We need to make money at the end of the day, and once I hit a revenue trigger, I am able to give back,” Indenbosch said about emerging into the for-profit environment.

She was one of several keynote speakers during the Unlock Your Future Tampa Bay conference Aug.28. The virtual event features entreprenuers who share their triumphs in the startup world and words of wisdom. 

RELATED: Startup Report: Unlock your future now 

Indenbosch calls this purchasing behavior from Humanity Wine consumers “passive philanthropy.” 

“It’s a way you can make a difference but not change your habits,” she said. 

Today, Humanity Wine has a team of 17 employees; Indenbosch runs the operations from home or while traveling internationally. 

Indenbosch currently resides between Mendoza, Argentina where her nonprofit operates while the Humanity Wine operations are based in Safety Harbor. 

When asked about future plans and possible funding, Indenbosch wants to continue to maintain a strong grip on the company and especially the charity. 

“I created a model where our margins are wonderful and I’m hopeful we don’t have to go down a major funding route,” she said. “I want to be ensured that our charity is protected so that 50% going back to that charity. So If I start giving away anything, I know I will have to protect that charity.” 

Her nonprofit currently serves more than 150 orphans.  

Her goal is to expand the charity program into Colombia and Chile. 

She added how she’s working with lawyers and accountants. 

“I’ve been approached by a few liquor companies and I don’t know if I want to go down that route,” she said, regarding the Humanity Wine Co. operations. 

For the time being, she is focused on growing her sales force and expanding her charities to other parts of the world. The hope is to grow the sales team by six members by year’s end.