our mission

We connect with culture in ways that inspire Americans to shift their beliefs and behavior in favor of plant-rich diets.

our vision

Plant-based eating is seen as the obvious choice in mainstream American culture.

1. Connecting with Culture and Identity

Meat is deeply embedded in American cultural identity through myths and beliefs that protect against fact-based evidence. To create lasting dietary shifts toward plant-rich eating, we must fundamentally reshape cultural beliefs about meat and plant-based eating. 

We do this through identity-driven campaigns targeting audiences with outsized cultural voices on the topics of diet, health, wellness and protein. We partner with in-group messengers, deliver resonant content, and make plant-rich eating aspirational for these groups.

2. Creating a domino effect

As these influential audiences adopt and normalize plant-forward lifestyles, they catalyze broader cultural conversation and eventually a shift, making plant-rich diets feel accessible, desirable, and aligned with people's identity and values. 

3. Building a movement of culture shifters

Simultaneously, we build strategic communications capacity across the broader plant-based movement, ensuring the ecosystem also has the tools and frameworks to create culturally compelling narratives that move hearts, minds, and behavior at scale. This dual approach – direct culture-shifting campaigns plus movement-wide capacity building – creates the conditions for a sustainable, widespread shift in America's food culture.