You make a living by what you get, but you make a life by what you give.
In 2001, Sibu Beauty founder Bruce McMullin established the Tashi Foundation, a non-profit philanthropic organization designed to provide financial and resource support for the impoverished people of Tibet, where Sibu sea buckthorn berries are exclusively harvested.
Bruce has been involved with Choice Humanitarian since 1996. Bruce and his wife Jean have taken their children on expeditions to Kenya on two different occasions. They have also been on two or three additional expeditions with the "Yehu Bank" where micro credit loans are made to women in Kenya.
Bruce has been a member of the "executive committee" of Choice Humanitarian(1999-2000) and has been on numerous other committees in Choice. Additionally, Bruce has been the country director for Kenya from 2000 to 2003.
Bruce and Jean have been the host and hostess of the "Choice Gala" for a few years where money is raised for the humanitarian effort.