Did Save Mart make the right decision? How could they do something against a company like #51Fifty that does so much for the community? Let’s dig a little deeper. 51 Fifty Energy Drink's branding originates from something that when it occurs is one of the most horrific thing that can happen to a person (speaking from personal experience but I won't go into my sob story here---5150'd at least a dozen times) and to their families, and when it doesn't occur but needs to, can result in mass shootings. Then this branding is partnered with efforts to keep kids off streets through boxing programs and grants are made to autism organizations and families affected by autism. Sort of like a cranberry drink called, “Sharon Tate’s Blood,” with the tag-line “Get a little starlet in you,” saying its proceeds go to fund bone marrow transplants for kids. I have copies of the tax returns of the Carlos Vieira Foundation (named after the CEO of 51 Fifty Energy Drink) from 2011-2014 and am working on a deeper analysis of his activities but I wanted to post initial observations because of the media’s focus on his claim that he raised $800,000 for the foundation without asking how much of this money actually reached the community. In 2014, he had around $40,000 in grant expenditures and paid about $20,000 in professional fees. His foundation pays for a Public Relations person, and that's where her fees would be booked. The line on the tax return where the donations from 51 Fifty Energy Drink would be booked show a total of $11,559 for the year 2014. That includes money given by the energy drink company AND all other donors. When Carlos claims to the media that he has raised $800,000 for autism, there has been no hard questions as to whether that statement is true. They also do not ask how much of the money has been used to fund programs related to the organizations tax exempt purpose. (I also have a copy of the foundation's application for 501(c)3 status.) He does have events in the community for families to come, enjoy free food and listen to the Moonshine Bandits (whose lyrics are definitely not age appropriate) and poker runs for autism awareness, but the foundation's primary tax exempt purpose as listed on his application for tax-exempt status is to "assist those in need by providing funds to local and nationwide non-profit organizations including, but not limited to, Autism Speaks and Challenge Resource Center. A specific focus will be on organizations that help the community and promote research toward a cause/cure for Autism." However, in 2014, $60,641 of the foundation’s revenue came from “Program Service.” That’s where you book “Gross receipts from admissions, merchandise sold or services performed.” NOTE – This is NOT where 51 Fifty Energy Drink percentage of sales would show up. Further, the application states, "Funds will be given directly to organizations and service providers for direct assistance, and not to individuals." Carlos likes to say that his foundation makes grants to families in 21 counties, but what is his true impact? Remember, the foundation made $44,151 in grant payments in 2014. $10,000 of this went to Children's Hospital leaving $34,151 to hand out to families. That boils down to grants of $1,626.38 per county. How much positive PR is he getting for this activity? He paid out $7,844 in free food for his Race & Ride Drug Free event, which has nothing to do with his government sanctioned tax-exempt activity. That’s over 17% of his yearly grant expenditure for a one-night party. Is it possible that another Wounded Warriors style story will break about the foundation soon? Possibly. I’m working on a more detailed analysis, but wanted to get preliminary information out there. The conversation about whether #SaveMart should have removed #51Fifty from its shelves has been too one-sided. By Rhonda Wirzberger-Thornton, #TheReal5150 Mental Health Advocate and writer at www.iamanaddictandliar.com http://iamanaddictandaliar.com/2016/03/25/stigma-wrapped-up-in-an-enigma/