Reimagining What’s on Our Plates

Our food choices can help shape a better and a just food system. We’re creating a plant-forward food movement through behavioral science-backed solutions and cultural narratives that make plant-rich eating the delicious default.

“Without substantial changes to the food system, the worst effects of climate change will be unavoidable, even if humans successfully switch to cleaner energy.” – EAT-Lancet Report 2025

Our Mission

We’re accelerating the shift to more sustainable and compassionate food systems by advancing plant-based food solutions while reshaping cultural narratives that influence food choices. Using behavioral science, we’re building a strong, collaborative movement to educate, influence, and scale solutions that make sustainable choices easier and more possible for people, animals, and the planet.

Our Vision

We envision a thriving planet where plant-protein-rich foods are the norm across cultures, geographies, and individual preferences—creating resilient communities, protecting biodiversity, and ensuring planetary health for both humans and animals.

Our Values

Evidence-Based Solutions

We believe in solutions grounded in science and delivered with inspiration. Our work combines rigorous research with practical applications that empower individuals and institutions to change the way food is served.

Systems Thinking

Food connects everything—climate, health, justice, animals, and culture. We address these interconnected challenges through systems approaches that transform food service at multiple levels, from students, faculty, and employees to chefs, coffee shop owners, and food service providers.

Culture First

We design solutions and narratives that respect cultural diversity and individual preferences, while offering more sustainable options. Plant-rich diets are more adaptable across different cultures and preferences, often offering diners a much wider range of choices. 

Planetary Health

The health of humans and our planet is inseparable. The plant-forward diet that we advocate for reduces greenhouse gas emissions, conserves land and water, protects biodiversity, and promotes human wellbeing.

Our Approach

Transforming Institutional Food Systems

Did you know 50% of Americans’ food is eaten outside the home—at schools, workplaces, restaurants, events, coffee shops, hospitals, and catering services. We focus on these food service settings to create scalable, systemic change where it matters most.

The Power of Default Choices

Small changes in how food options are presented can have an enormous impact. By making plant-based options the default while preserving freedom of choice, we’re creating sustainable change at scale across institutions nationwide.

Community Resilience

Just food systems strengthen communities by ensuring stable supply chains, providing economic opportunities, and reducing costs—making sustainability accessible to all through the institutions that serve millions daily.

Measurable Impact

Our interventions have already influenced millions of meals, reduced costs and emissions, saved water, land and biodiversity while making food more accessible to all people—proving that better food choices create measurable change when implemented at an institutional scale.