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Breadpig

Breadpig is an uncorporation and publishing imprint founded in 2008 by Alexis Ohanian, co-founder of Reddit, that specializes in producing and selling geeky merchandise such as books, shirts, and cards to generate profits for charitable causes.^[1]^[2]^[3] Established in late 2008 as a side project, Breadpig operated from Brooklyn, New York, with a mission "to help make the world suck less by selling you the geeky things you love and giving all the profits to good causes."^[1]^[4] The company positioned itself as a "sidekick-for-hire," providing services to creators for self-publishing, crowdfunding, and producing niche items targeted at geek culture enthusiasts.^[3] Ohanian, who served as CEO, envisioned Breadpig as an alternative to traditional corporations, prioritizing donations over shareholder profits and drawing on his experience from Reddit to leverage online communities for marketing through word-of-mouth, social media, and newsletters.^[2]^[1] Among its notable projects, Breadpig's first product was a set of "Unholidaycards," followed by its most successful endeavor: publishing xkcd: volume 0, a collection of webcomic strips by Randall Munroe, which raised approximately $100,000 in profits donated to Room to Read to build a school in Laos.^[1]^[5] Other initiatives supported organizations like the Electronic Frontier Foundation (EFF) and the San Francisco Society for the Prevention of Cruelty to Animals (SF/SPCA), with total donations exceeding $167,000 by 2011.^[1] Overall, Breadpig donated more than $415,000 to various charities before ceasing operations in the mid-2010s.^[6]^[7]

Overview

Company Description

Breadpig, stylized in lowercase as "breadpig," is an uncorporation founded by Reddit co-founder Alexis Ohanian and based in Brooklyn, New York.^[2]^[8] It functions as a sidekick-for-hire, providing handholding services to creators embarking on self-publishing, crowdfunding, or other risk-taking endeavors.^[9] This structure emphasizes collaborative support over traditional corporate hierarchies, allowing the company to prioritize creative projects that align with its playful, informal branding.^[8] At its core, Breadpig focuses on producing delightfully geeky items, including shirts, books, and merchandise tailored to enthusiasts of science fiction, comics, technology, and related subcultures.^[10] These offerings are sold through an online Shopify store, enabling global access to its curated collection.^[9] The company's identity revolves around fostering joy in niche communities while embedding a charitable ethos into its operations. Breadpig's business model centers on assisting creators in bringing ambitious ideas to fruition, with non-sustainable profits donated to causes aimed at positive social impact.^[1] This approach embodies its overarching mission: to make the world "suck less" by blending commerce with philanthropy in the realm of geek culture.^[1]^[8]

Founding and Leadership

Breadpig was founded in 2008 by Alexis Ohanian, co-founder of Reddit, as a side project in the wake of Reddit's acquisition by Condé Nast in 2006, which provided Ohanian the financial freedom to pursue independent ventures.^[11]^[8] The company's inception drew directly from Ohanian's experiences building online communities at Reddit, where he sought to empower creators in geek culture by offering a supportive platform free from conventional corporate pressures.^[1] Ohanian envisioned Breadpig as a social enterprise modeled after Paul Newman's Newman's Own, focusing on producing and selling geeky merchandise while directing all non-sustainable profits to charitable causes, thereby "making the world suck less" through community-driven initiatives.^[11]^[1] Structured as an "uncorporation"—a deliberately flexible entity that prioritized mission over shareholder maximization—Breadpig operated initially as a lean operation based in Brooklyn, New York.^[1]^[2] As the primary leader and visionary, Ohanian dedicated approximately 30 hours per week to guiding Breadpig's direction in its early days, drawing on his entrepreneurial background to foster a collaborative environment.^[1] He assembled a small initial team, notably hiring Christina Xu, a co-founder of ROFLCON, as the first full-time employee to handle operations.^[1] The venture launched amid rising demand for self-publishing and niche content creation in digital and geek-oriented spaces during the late 2000s, allowing Ohanian to channel community enthusiasm into sustainable creative support.^[1]

History

Early Development

Breadpig's early development phase, spanning from its informal inception in 2008 to the ramp-up of operations in 2010, centered on establishing a lean structure for producing and selling geeky merchandise while committing all profits to charity. Founded by Alexis Ohanian as an "uncorporation" to "make the world suck less," the company began as a bootstrapped side project, leveraging Ohanian's financial independence from the 2006 sale of Reddit to Condé Nast. Initial setup involved creating a simple online store at breadpig.com to handle e-commerce, with Ohanian handling operations alongside his other ventures. The focus was on partnering with creators to produce niche items, helping them navigate the complexities of self-publishing without traditional overhead, such as through basic production and distribution support for small-scale projects.^[1]^[12] In 2010, Breadpig transitioned to more structured activities, launching its website fully and hiring Christina Xu as its first full-time employee to oversee operations and manage a new 501(c)(3) entity starting in early 2011 for enhanced tax efficiency. Early service offerings included consultations and handholding for creators aiming to self-publish geek culture items, exemplified by the production of Unholiday Cards, a novelty greeting card line that tested the model of quick-turnaround merchandise without heavy marketing investment. This period emphasized avoiding common self-publishing pitfalls like high upfront costs and distribution hurdles by handling logistics in-house, allowing creators to focus on content. Initial product experiments featured geeky trials such as custom T-shirts with slogans like "Books are my aphrodisiac" and the LOLmagnetz, a magnetic poetry set inspired by internet memes, which relied on community word-of-mouth for promotion due to the absence of an advertising budget.^[1]^[13] A pivotal moment came with the September 2009 publication of xkcd: volume 0, a collection of early comics by Randall Munroe with an initial print run of 10,000 copies, which marked Breadpig's first major project and generated approximately $100,000 in profits donated to Room to Read for building a school in Laos. This success highlighted the company's early emphasis on high-impact collaborations with popular creators in the geek community. However, challenges arose in building a sustainable model, including managing production delays, ensuring transparent charity allocations amid legal and tax complexities of an S-corp structure, and balancing growth with the commitment to donate all profits annually—totaling over $167,000 by early 2011—without drawing a salary for Ohanian. These hurdles underscored the tension between rapid scaling and the core philanthropic mandate from the outset.^[1]^[12]^[14]^[15]

Key Milestones and Expansion

Breadpig achieved its first major success with the 2009 publication of xkcd: volume 0, a collection of early comics by Randall Munroe, which helped establish the company as a viable publisher in the geek culture space.^[14]^[15] This milestone not only generated significant revenue—donating over $160,000 in profits to charities by late 2010—but also marked Breadpig's transition from a small-scale merchandise venture to a more structured publishing operation.^[16] By the mid-2010s, Breadpig expanded its scope beyond direct publishing to provide operational support for crowdfunding campaigns, leveraging its expertise to assist creators in launching successful projects on platforms like Kickstarter. A notable example was its role in the 2012-2014 crowdfunding of To Be or Not To Be: A Chooseable-Path Adventure by Ryan North, which raised over $580,000 and demonstrated Breadpig's growing capacity to handle large-scale, risk-oriented initiatives.^[17] This shift included team growth, with key hires like George Rohac joining in 2013 and becoming CEO in 2014 to oversee business development and crowdfunding services.^[18] These efforts boosted visibility through partnerships and industry events, solidifying Breadpig's reputation as a supporter of independent creators in comics and interactive media. Entering the 2020s, Breadpig evolved into a "sidekick-for-hire" model, offering comprehensive services for self-publishing, crowdfunding, and merchandise production, as reflected in its integration with Shopify for streamlined online operations. This adaptation to digital trends included enhanced e-commerce capabilities and active engagement on social media, such as its Twitter account (@breadpig), to promote projects and foster community ties. As of 2025, the company continues to operate, providing handholding services to creators.^[9] While specific revenue figures remain private, this phase emphasized scalable support for high-risk creative endeavors, aligning with broader industry shifts toward creator economies.

Products and Services

Publishing and Crowdfunding Support

Breadpig functions as a "sidekick-for-hire" for creators, providing handholding services tailored to self-publishing and crowdfunding initiatives.^[19] These services assist independent creators in bringing innovative projects to market without the full burdens of traditional publishing, offering guidance to avoid common pitfalls such as logistical errors or funding shortfalls.^[20] The company's support targets authors, artists, and innovators—particularly those in geek and niche creative spaces—who pursue non-traditional paths for their work.^[21] Breadpig emphasizes a collaborative approach, acting as a strategic partner in project management from initial idea consultation through to launch and post-campaign execution.^[10] This includes expertise in crowdfunding platforms like Kickstarter, where they help with campaign strategy, risk assessment, and fulfillment to ensure smooth delivery of backer rewards.^[22] In the self-publishing realm, Breadpig coordinates production elements, such as advising on editing and manufacturing to streamline the process for creators.^[23] Their role complements merchandise development by integrating product creation into broader publishing efforts, allowing creators to bundle physical items with their core content.^[24] Overall, these services enable creators to focus on their vision while Breadpig handles operational complexities, fostering successful outcomes in a competitive landscape.^[25]

Merchandise and Geek Culture Items

Breadpig's merchandise line centers on apparel, books, and novelty items designed to appeal to enthusiasts of science fiction, technology, and humor. Key product categories include t-shirts featuring witty references to literary classics like Animal Farm and sci-fi concepts such as dreaming androids, alongside posters and other novelty goods that blend geeky themes with playful aesthetics.^[9]^[26] These items are crafted to resonate with online communities, including fans of webcomics and tech-savvy audiences, by incorporating clever, niche humor that fosters a sense of shared cultural affinity.^[22] The company operates its sales through a Shopify-powered online store, enabling direct-to-consumer transactions with a focus on accessibility and ease of purchase. This platform supports a streamlined shopping experience for a catalog that emphasizes limited-edition runs and seasonal updates, allowing Breadpig to maintain exclusivity while scaling availability. Design philosophy prioritizes "delightfully geeky" elements, aiming to create items that are not only functional but also evoke joy through their clever, community-oriented motifs.^[10]^[20] Merchandise sales play a pivotal role in Breadpig's revenue model, generating profits that support the company's services for creators, such as publishing assistance and crowdfunding guidance. Over time, the product offerings have evolved from initial limited releases in the late 2000s—often tied to specific collaborations—to a sustained, diverse catalog as of 2025, reflecting broader market demand for geek culture goods. This progression has allowed Breadpig to integrate promotional merchandise with its publishing efforts, such as custom apparel for book launches, enhancing overall brand engagement.^[22]^[3]^[27]

Philanthropy

Donation Model

Breadpig's donation model centers on allocating all non-sustainable profits—defined as earnings exceeding the operational costs required to sustain the company's activities—to charities and individuals focused on positive social impact. This approach allows the company to cover essential expenses while directing surplus funds toward philanthropic causes, distinguishing it from traditional for-profit entities that prioritize shareholder returns.^[28] The model originated at Breadpig's founding in late 2008 by Alexis Ohanian, who envisioned the company as an "uncorporation" aimed at "saving the world by taking geeks' money" through the sale of niche, geek-culture products. This philosophy positioned Breadpig as a hybrid entity, inspired by models like Newman's Own, where commercial success directly fuels giving without adopting full non-profit status to maintain operational flexibility.^[29]^[11] In the allocation process, donations are selected based on criteria emphasizing initiatives that "make the world suck less," such as education and community support, with decisions often informed by community feedback to ensure alignment with audience values. Transparency is maintained through public announcements of donation details and outcomes, including blog posts and open calls for input on major allocations.^[12]^[30] By retaining only the profits needed for sustainability, Breadpig maximizes giving without compromising its ability to develop and market new products, having donated over $200,000 in non-sustainable profits by 2013 as a demonstration of the model's scale. As of 2024, the company continues its philanthropic efforts through ongoing projects.^[31]

Supported Organizations and Impact

Breadpig's philanthropic efforts have primarily benefited organizations dedicated to education, animal welfare, digital civil liberties, and children's health, with donations tied to specific projects that resonate with geek culture and innovation. A key beneficiary has been Room to Read, an international nonprofit focused on literacy and girls' education in developing countries; proceeds from Breadpig's early publications, such as the book Bread and Wings, enabled donations exceeding $37,000 in the company's first year and over $50,000 in 2009, supporting the construction of educational infrastructure including a school room, reading room, and local language publishing facility in Laos.^[32]^[1] In the realm of animal welfare, Breadpig directed significant funds to the San Francisco Society for the Prevention of Cruelty to Animals (SF/SPCA), including $15,000 in 2008 and $19,000 in 2009 from sales of LOLmagnetz, a product featuring lolspeak magnetic poetry that raised awareness for orphaned animal care.^[33]^[34] For digital rights advocacy, the Electronic Frontier Foundation (EFF) received support through project-linked contributions, such as proceeds from a Battlestar Galactica-themed shirt in 2008 and xkcd book event auctions and donations in 2009, aiding efforts to protect online privacy and free expression.^[35]^[33] Health-related causes have also been prioritized, with donations to Child's Play Charity from Penny Arcade book sales funding toys, games, and entertainment for children in hospitals worldwide, and contributions to Housing Works, including a $38 inventory donation in 2011 for AIDS services and housing support.^[1]^[33] These targeted gifts reflect Breadpig's selection process, which favors causes embodying "geek values" like creativity, humor, and technological progress, often matched to the thematic essence of each merchandise or publishing project to maximize relevance and donor engagement.^[1] By 2011, cumulative donations totaled over $167,000, fostering tangible outcomes such as enhanced literacy access for underserved children, improved shelter conditions for animals, and bolstered defenses against digital censorship, thereby amplifying the company's mission to incrementally improve global conditions through niche, community-driven initiatives.^[1]

Notable Projects

xkcd: volume 0

xkcd: volume 0 is a compilation of early webcomic strips created by Randall Munroe, published in September 2009 by Breadpig as the company's flagship project. The book features Munroe's personally selected strips from the first 600 installments of xkcd, including fan-recreated versions of early drawings and marginal notes with additional doodles and commentary. Originally produced as digital content, the strips required reconstruction for print due to lost high-resolution scans and a stolen laptop in 2007, presenting challenges in transitioning from web format to a physical 120-page paperback.^[36] Breadpig served as the publisher, managing all aspects of production, distribution, and fulfillment through the xkcd online store, which allowed direct sales to Munroe's dedicated audience without relying on traditional bookstore distribution or major advertising campaigns. This approach exemplified Breadpig's model of leveraging online communities for marketing, with announcements on xkcd.com driving initial demand and book tour events in New York and San Francisco boosting visibility among fans. The production process highlighted difficulties in adapting low-resolution early artwork for high-quality printing, requiring Munroe to redraw select pieces to meet publication standards.^[14]^[36] The book achieved significant commercial success, with its initial print run of 10,000 copies nearly selling out shortly after release. This performance underscored its appeal within geek and tech-savvy communities, where xkcd's blend of humor, science, and sarcasm had already cultivated a massive online following, making the volume a cultural staple for enthusiasts of webcomics and nerd humor.^[14]^[37] In line with Breadpig's philanthropic ethos, all publisher profits from xkcd: volume 0 were donated to Room to Read, a nonprofit focused on literacy in developing countries, raising $52,962 from 2009 sales to fund the construction of a school in Laos.^[36]^[14]^[38] This charitable tie-in not only amplified the project's impact beyond entertainment but also demonstrated Breadpig's innovative model of combining geek merchandise with direct nonprofit support, setting a precedent for future endeavors.

Other Publications and Collaborations

Breadpig expanded its publishing efforts beyond the initial xkcd project by collaborating with prominent webcomic creators, focusing on interactive and humorous geek-themed books that leveraged crowdfunding platforms like Kickstarter. A notable example is To Be or Not To Be: A Chooseable-Path Adventure by Ryan North, creator of the webcomic Dinosaur Comics, published in 2013. This interactive retelling of Shakespeare's Hamlet allowed readers to make choices affecting the narrative, raising over $500,000 on Kickstarter and exemplifying Breadpig's support for innovative print formats. Another key collaboration was with Zach Weinersmith, creator of Saturday Morning Breakfast Cereal (SMBC), resulting in several titles. In 2011, Breadpig released The Most Dangerous Game, a collection of SMBC comics centered on absurd humor and scientific themes. This was followed by Trial of the Clone: An Interactive Adventure in 2012, an choose-your-own-adventure style book parodying sci-fi tropes, and Science: Ruining Everything Since 1543 in 2013, a curated anthology of comics exploring the disruptive impact of scientific discovery. These projects highlighted Breadpig's emphasis on blending webcomic artistry with physical books, donating all profits to charities such as Room to Read and the Electronic Frontier Foundation.^[39] Breadpig also ventured into other genres through partnerships, including Poor Yorick by Ryan North in 2013, a spin-off from To Be or Not To Be featuring illustrated chooseable paths inspired by Hamlet's skull scene, and Romeo and/or Juliet: A Chooseable-Path Adventure in 2016, another Shakespearean interactive book that continued the series' success. In 2015, the company published Great Adaptations, a collaborative storybook with the Evolution Library examining evolutionary concepts through narrative, and Acadia by James Erwin, a science fiction novel set in a dystopian future. These works demonstrated the variety in Breadpig's portfolio, from limited-edition interactive prints to traditional novels, all tied to crowdfunding successes that amplified creators' reach in geek culture.^[40]^[41] By facilitating these publications, Breadpig solidified its reputation as a supporter of niche, creator-driven content, building on early crowdfunding models to foster a diverse array of geek-oriented projects through the mid-2010s. While activity has been limited in the 2020s, the company's earlier collaborations influenced subsequent independent publishing efforts in webcomics and interactive media.^[10]

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