Bread—Protecting dreams since 2017.

Story—How Bread happened.

1. Story01—Founded in a day.

   2017

   Mussie, 22, a fresh chemistry honours graduate from Auckland University working at KFC, registered Bread as a legally registered organisation within a day. Brave, Eager, Determined. "I think planning is the enemy of action, I have a habit of not planning and just doing."

2. Story02—The first supercar rally down the main street.

   2018

   The council denied the application six times. On the seventh they said yes. Forty Ferraris, Lamborghinis and McLarens went down the main street behind a police escort, four weeks after the charity was founded. A track day at Hampton Downs followed. Supercars let us forecast donations the way a business can, and thousands of people photograph a police escort for free.

   

3. Story03—Mentoring in low-decile schools.

   2019

   Months at a time with a group of students, helping with education planning and goal setting, alongside University of Auckland medical students. The sneaker reward system started here: gamify school so attending and achieving is worth something. Stuff and the NZ Herald picked it up.

   

4. Story04—Lockdown, and music as awareness.

   2020

   A Call of Duty challenge with UFC fighter Shane Young put $1,000 in the hands of a Gisborne family. The same year Lil Mussie released "On Me", Rolling Stone wrote about it, and a phone call with Kanye West followed.

   

5. Story05—Bread Studios opens, twice.

   2021

   Free 24/7 recording studios for kids: first in Te Atatu in West Auckland, then a 1,000 square foot space in Watts, Los Angeles. Access to recording technology so children can explore music production, podcasting and video. ABC7 and CBS Los Angeles covered the opening.

   

6. Story06—A music contest and a conference.

   2022

   The Fender CEO and a Nike VP judged the 2022 Bread music contest in LA. SPIN wrote about the charity. At the 2022 Bread Loaf Conference we spoke to Ivy League students about the importance of helping those who cannot help us.

   

7. Story07—A million dollar Lamborghini parked at school.

   2023

   We took an Aventador SVJ to school during the mentoring programme. Children are creative thinkers. They believe in aliens, they believe in Santa, they believe in superheroes. Police worked alongside us, as members of the community rather than only enforcers of the law.

   

8. Story08—A children's book with an afterword from Ferrari.

   2024

   "The Boy Who Wasn't Scared To Dream". Ferrari gave its kind permission to use illustrations of their sports cars, and Flavio Manzoni, Ferrari Chief Design Officer, wrote the afterword. RNZ Afternoons told the story of how it came together.

   

9. Story09—The Bread AI Initiative.

   2025

   A pilot using artificial intelligence to empower smallholder farmers, improve rural healthcare access and build AI literacy in underserved countries. Written up in full, with references, so anyone can run it.

10. Story10—Now.

    2026

    Bread Box, the next rally, and keeping going. Everything we build is published so your community can copy it.

Projects—Programmes you can copy.

1. Projects01—Bread Studios State-of-the-art recording technology, free, so children can explore music production, podcasting and video creation.
2. Projects02—Sneaker Reward System How do we reduce truancy and make school fun? Gamify education. Build a programme that lasts years, not a one off.
3. Projects03—Police Collaboration Rooted in the belief that police officers are not just enforcers of the law, but integral members of the community.
4. Projects04—Music Contest Fender CEO and Nike VP as judges for the 2022 Bread music contest, using the studio to go beyond just music.
5. Projects05—Mentoring A few months with a group of students: education planning, goal setting, and someone who shows up.
6. Projects06—Supercar Events Bread was founded using supercar events to fund the charity. Nothing happens from good intentions alone.
7. Projects07—AI Initiative Bridging the digital divide: AI literacy, rural healthcare access and support for smallholder farmers.
8. Projects08—The Book "The Boy Who Wasn't Scared To Dream", with an afterword by Ferrari Chief Design Officer Flavio Manzoni.

Philosophy—Why we do it this way.

1. Philosophy01—We earn every dollar ourselves.

   We have power for change. We earn every dollar ourself and donate 100%. Supercar events pay for the work, so we are not waiting for a grant to be approved.

2. Philosophy02—No is never an option.

   The council denied the first rally six times. On the seventh they said yes. There is always a way.

3. Philosophy03—Planning is the enemy of action.

   Bread was registered within a day of the idea. The first event ran four weeks later. Change does not happen by itself.

4. Philosophy04—Run on voluntary work.

   Bread is run on voluntary work. The founder has always donated 100% and does not take money for the work.

5. Philosophy05—Open source, on purpose.

   This website is written as an open-source project where we detail why and how we do things so you can take ideas and replicate them in your community. The only way we can change the world is combined effort.

6. Philosophy06—Helping those who cannot reciprocate.

   Life starts to gain meaning when we help others with the knowledge that they may never be able to reciprocate.

Press—Everything written about Bread.

1. Press01—RNZ — How Ferrari helped a children's book come to fruition 2024
2. Press02—Kete Books — How Ferrari helped a New Zealand children's book come to fruition 2024
3. Press03—Ponsonby News — The Boy Who Wasn't Scared to Dream 2024
4. Press04—SPIN — Rapper Lil Mussie Uses His Bread Foundation to Help Children Through Supercars 2022
5. Press05—CBS Los Angeles — Students at Watts School Surprised With Brand New Music Production Studio 2021
6. Press06—ABC7 Los Angeles — State of the art music studio unveiled by rapper Lil Mussie at Markham Middle School in Watts 2021
7. Press07—The Music Network — NZ rapper Lil Mussie has opened a charity recording studio in LA 2021
8. Press08—Gisborne Herald — Giving kids self-belief 2021
9. Press09—The Music Network — Rapper Lil Mussie has opened a charity recording studio for NZ youth 2021
10. Press10—Stuff — Bread charity opens 24/7 music studio for West Auckland youth 2021
11. Press11—Driven Car Guide — Bread: Inside the charity using million-dollar supercars to help kids in need 2021
12. Press12—Indian Weekender — Entrepreneur Mussie Sheikh's new project aims improving mental health of 200,000+ children 2021
13. Press13—LA Downtown News — New Zealand rapper set to help LA kids 2021
14. Press14—Music Feeds — Love Letter To A Record: Lil Mussie On Kendrick Lamar's 'Section 80' 2020
15. Press15—Rolling Stone Australia — Song You Need to Know: Lil Mussie, 'On Me' 2020
16. Press16—Tone Deaf — Kanye West "might consider moving to NZ" 2020
17. Press17—Indian Weekender — Multiple Grammy winner Kanye West lauds Kiwi rapper Lil Mussie's charitable efforts 2020
18. Press18—Gisborne Herald — A chat with Kanye 2020
19. Press19—Stuff — Kiwi rapper's 'surreal' chat with Kanye West after recording with his producer 2020
20. Press20—Cleveland Scene — Cleveland's Chip Tha Ripper Guests on New Track From New Zealand's Lil Mussie 2020
21. Press21—Indian Weekender — Kiwi youngster and entrepreneur inspire kids in poverty by music and mentorship 2020
22. Press22—Stuff — Even in lockdown, Bread charity stays focused on helping children 2020
23. Press23—NZ Herald — Meet Lil Mussie, Gisborne lad turned rapper and charity founder Mustafa Sheikh 2020
24. Press24—Gisborne Herald — Spoils of Call of Duty war go to Tairawhiti family 2020
25. Press25—Bloody Elbow — UFC fighter Shane Young wagers $1,000 in 'Call of Duty' for COVID-19 aid 2020
26. Press26—NZ Herald — Covid 19 coronavirus: Kiwi UFC star Shane Young giving back while in lockdown 2020
27. Press27—Stuff — Luxury cars close street in Auckland CBD for charity rally 2020
28. Press28—NZ Herald — Rugby: Mealamu, Milner-Skudder a fillip but will George Bridge fuel drive? 2020
29. Press29—Auckland Live — 2020 Bread Supercar Charity Rally 2020
30. Press30—Autotalk — Bread and Turners Cars host supercar charity run 2019
31. Press31—University of Auckland — Founder, The Bread Charity 2019
32. Press32—Gisborne Herald — Nehe, Mussie share their journeys in return home 2019
33. Press33—Stuff — Bread Charity focuses on the Kiwi kids who need it most 2019
34. Press34—Gisborne Herald — The Bread Winner 2019
35. Press35—NZ Herald — Former Hawke's Bay student Mustafa Sheikh making a difference for youngsters 2019
36. Press36—Wikipedia — Bread Charity 2019
37. Press37—Indian News Link — Lamborghini awes but drives poor children far in life 2019
38. Press38—NZ Autocar — Prevent child poverty - drive fast 2018
39. Press39—DriveTribe — Supercars protect dreams 2018
40. Press40—Ferrari Owners' Club of New Zealand — Bread Charity Track day - Hampton Downs 2018
41. Press41—Auckland Live — The Bread Supercar Charity Rally 2018

Life starts to gain meaning when we help others with the knowledge that they may never be able to reciprocate.

Contact us / Instagram / The Art of Giving