SHIFTING FOOD CULTURE FOR GOOD
A non-profit public advocacy organization focused on shifting American culture toward plant-rich diets, for a healthier future
WE’RE FOCUSED ON ADDRESSING DEEP-SEATED CULTURAL BARRIERS TO A WIDESPREAD PLANT-RICH DIET SHIFT IN AMERICA.
We’re building relatable public education and advocacy campaigns that connect emotionally with people and create the cultural conversation needed to spark a widespread, lasting shift toward plant-rich diets. As a non-profit organization, we work on behalf of the public interest.
AS A CULTURE, WE’RE EATING MORE MEAT, DESPITE FACTS SUGGESTING WE REDUCE.
Americans have a love affair with meat, but it’s no longer serving us well. The amount of meat we consume today is leading to dire consequences for our health, our planet and animals.
The facts supporting meat reduction are everywhere. Despite all of these facts, meat consumption is increasing.
BECAUSE AS HUMANS, WE PRIMARILY MAKE DECISIONS BASED ON FEELINGS.
And feelings don’t often care about facts.
We usually make choices, consciously or subconsciously, that reinforce our identity and cultural beliefs — who we are or who we want to be.
Meat is deep seated in our cultural identity and has become part of who we are… even if some of these cultural beliefs are actually grounded in myths.
Identity-protective cognition:
The tendency to selectively credit and dismiss evidence that reflects the beliefs that predominate in the groups with whom we identify.
Source: Dan Kahan, Yale University
FOOD IS CULTURAL
At People for Better Food, our mission to debunk deep-seated meat myths and shift culture toward plant-rich diets to help us all enjoy a healthier future.
We’ve done extensive research on our culture’s ingrained beliefs around meat that drive our day-to-day eating decisions, despite sometimes being grounded in myths or outdated information.
Follow us below to learn more about our findings and plans to address them.
OUR TEAM WAS BUILT TO LEAD THIS CULTURE SHIFT.
We bring decades of marketing, communications, insights and creative experience, including leadership roles at major food companies, small start-ups, and top ad agencies. We’ve worked with some of the biggest brands and created cultural movements like the anti-tobacco “Truth” campaign that catalyzed a major reduction in teen smoking. At People for Better Food, we’re now excited to put these collective skills to use for the greater good.
WHAT’S NEXT?
We’re launching our first campaign soon - stay tuned as we catalyze a food culture shift!
JOIN US IN SHIFTING FOOD CULTURE FOR GOOD.
We’re looking for donors, creative partners, casual brainstormers, and collaborators of any kind who are excited by our mission.
If that's you, please reach out!