Prince Lorenzo Borghese joins Direct Global / Direct Co-ops to lead all US initiatives

Prince Lorenzo Borghese joins Direct Global / Direct Co-ops to lead all US initiatives


Prince Lorenzo Borghese will be seeding all Direct Global / Direct Co-ops initiatives, enabling small and medium-sized businesses to come together, in order to compete and not just survive but to thrive in the new economy. Prince Lorenzo Borghese will also be seeding the rideshare cooperative (, that will boast 90% of the profits and equity going directly to the drivers.


Prince Lorenzo Borghese is an Italian-American businessman, television personality, and member of the Borghese Italian Royal family. Besides being a cosmetics entrepreneur and animal advocate, Borghese was a bachelor on the ninth season of ABC’s The Bachelor and also appeared on Celebrity Big Brother and Lucky Bastards.


Lorenzo is President and co-founder of Animal Aid USA, a not-for-profit organization comprised of all non-paid volunteers which through awareness and legislation, aims to stop the inhumane treatment of animals. The organization has saved over 27,000 dogs since its inception in 2012.


In 2017, he co-founded and launched South Beach Brewing Company, an award-winning hand-crafted beer that was recognized by as one of USA’s top ten Summer fruit beers.


“It’s not just an honor but a true privilege to have such a true champion of selflessness and social consciousness to spearhead the Direct Initiative in the USA”, said Ahmed Attia, President CEO of Direct Global / Direct Co-ops.


“The Direct Initiative seems like the only tangible way to encourage and support entrepreneurship in these modern times, where you have record closures of small and medium-sized businesses everywhere”, said Prince Lorenzo Borghese.


Direct Global / Direct Co-ops


Headquartered in Toronto, Direct Global / Direct Co-ops ( is an e-commerce company focused on developing and operating platforms that allow purchasers to leverage their collective purchasing power to reduce the cost of procuring raw materials, finished goods and services. The company’s proprietary web-based platform enables medium and large corporations to harness their collective purchasing power to reduce purchasing and shipping costs. The company’s subsidiary, Direct Co-ops, focuses on helping small and medium-sized businesses.


Direct Co-ops ( has developed a web-based platform that works with local business associations and others to connect local small and medium enterprises and enable them to aggregate orders for goods and services from local and national manufacturers, suppliers and service providers. By consolidating shipping, the company helps participating businesses reduce the environmental impact of their supply chains. Direct Global / Direct Co-ops has been featured on Bloomberg-BNN, Yahoo! Finance, Business Insider and received mention in “Everything for Everyone”, Nathan Schneider’s seminal text on the modern business cooperative movement.


In 2019, Direct Global / Direct Co-ops became Canada’s Strategic Partner to the Commonwealth (, an association of 53 countries representing over 2 billion people in the developing world, as well as the exclusive platform for the US Pacific Rim Chamber of Commerce, representing over 200,000 businesses in 48 countries.

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