The Counter
The Counter was an independent, nonprofit, nonpartisan newsroom that investigated American food systems through original reporting on food policy, agriculture, restaurants, and culture, serving general readers and policy stakeholders; it ceased publication in 2022 and was acquired by Grist in 2024.
- Company typePrivate
- Founded2014
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The Counter does
The Counter is an independent, nonprofit, nonpartisan newsroom that investigates the forces shaping how and what Americans eat. Founded in 2014 and headquartered in New York City, it produced original reporting, long-form features, commentary, and investigative journalism across six topical categories — Politics, Business, Environment, Culture, Tech, and Covid-19 — with themed series such as Investigations, SNAP Wars, and The Carnivore's Dilemma. The publication covered food policy, agricultural practices, restaurant industry economics, environmental impacts of food production, nutrition, and cultural intersections with food in America. Underlying technology was minimal: a WordPress-based content website at thecounter.org and a twice-weekly email newsletter, "Thinly Sliced," curated and distributed via standard newsletter tooling, supported by an organic social presence on Twitter, Facebook, and Instagram. There were no proprietary platforms, apps, APIs, or AI/ML components. The business model was reader-supported nonprofit: all content was free, the newsletter was free, and revenue came from individual donations processed through Fund Journalism rather than advertising, subscriptions, or product sales. The Counter ceased publication on May 20, 2022 but its archive remained publicly accessible. On May 14, 2024, Grist — a nonprofit environmental news organization — acquired The Counter and launched a dedicated food and agriculture vertical that integrates The Counter's editorial coverage while preserving its archival content. The Counter's audience was a horizontal segment of general readers, policymakers, and food-industry stakeholders interested in food-system accountability journalism.
The Counter firmographics
Firmographics- Name
- The Counter
- Legal name
- The Counter
- Website
- https://thecounter.org
- Company type
- Private
- Founded year
- 2014
- Operating status
- Closed
- Headcount range
- 11–50 employees
- Short description
- The Counter was an independent, nonprofit, nonpartisan newsroom that investigated American food systems through original reporting on food policy, agriculture, restaurants, and culture, serving general readers and policy stakeholders; it ceased publication in 2022 and was acquired by Grist in 2024.
- Ownership category
- akta.pro rank
The Counter industry classification
Industry- Product category
- Independent Investigative Journalism
- NAICS
- Periodical Publishers (513120), Newspaper, Periodical, Book, and Directory Publishers (5131)
- SIC
- Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro industry
- Food, Cooking & Beverage MagazinesMedia, Entertainment & Sports/Publishing (Books, News, Magazines)/Magazine Publishing (Consumer & B2B/Trade Magazines)News, Politics & Current Affairs MagazinesMedia, Entertainment & Sports/Publishing (Books, News, Magazines)/Magazine Publishing (Consumer & B2B/Trade Magazines)
Keywords
Where The Counter is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Counter business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Distribution channels2 records
Marketing channels4 records
The Counter product offering
Product offeringCore offering
The Counter is an independent, nonprofit, nonpartisan newsroom that publishes original investigative journalism, features, and commentary about American food systems on its website (thecounter.org). It produces in-depth reporting across topics including politics, business, environment, culture, and technology as they relate to how and what Americans eat, and distributes curated content through a free twice-weekly email newsletter called 'Thinly Sliced.'
Product overview
The Counter is a nonprofit news organization offering a single primary product: an online news website publishing in-depth journalism about American food systems. The publication offers original reporting across multiple topic categories (Politics, Business, Environment, Culture, Tech, Covid-19) and thematic Series (Investigations, Award Winners, SNAP Wars, The Carnivore's Dilemma, etc.). The only named sub-product is the 'Thinly Sliced' newsletter, which delivers curated food news and analysis via email on a twice-weekly schedule. The organization operates as a reader-supported nonprofit without a commercial product portfolio or technology platform.
Differentiator
Problem solved
Functional benefit
Brands
- Thinly Sliced: The Counter's free email newsletter delivering original reporting plus analysis of the week's best and most noteworthy food coverage from other outlets.
Products and services
- The Counter News Website An independent, nonprofit, nonpartisan news website that publishes original investigative journalism, features, commentary, and reporting on American food systems, covering politics, business, environment, culture, and technology as they relate to food.
- Thinly Sliced Newsletter A free twice-weekly email newsletter delivering The Counter's original reporting plus analysis of the week's best and most noteworthy food coverage from other outlets.
Companies that use The Counter
Customer profileSegments1 record
Ideal customer profiles2 records
The Counter technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Counter partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- GristflagshipGrist, an environmental media organization, acquired The Counter and launched a dedicated food and agriculture vertical. This acquisition expanded Grist's coverage into food systems journalism while preserving The Counter's editorial independence and nonprofit mission. The Counter's archive remains accessible to all readers.
Recent moves4 records
Expansion highlights2 records
The Counter competitors and assessment
Company assessmentBroad incumbents
- Grist: Established nonprofit environmental news outlet that acquired The Counter in 2024 and now hosts its food and agriculture vertical; comparable as a mission-driven nonprofit newsroom, with broader environmental coverage.
- Mother Jones: Nonprofit investigative magazine covering politics, food, environment, and culture; shares the donor-supported nonprofit newsroom model and overlaps in food/agriculture investigative beats.
- Bloomberg Green: Bloomberg's environmental and climate vertical covering food systems, agriculture, and sustainability; comparable to the environment and policy dimensions of The Counter's reporting at much larger scale.
- ProPublica: Largest U.S. nonprofit investigative newsroom funded by donations and grants; comparable funding model and accountability-journalism orientation, though operating across many beats rather than food specialization.
- Bon Appétit: Major food magazine covering restaurants, food culture, and the food industry; overlaps with The Counter's culture and restaurant-industry reporting, though oriented toward consumer-facing content rather than policy.
Direct peers
- Eater: Digital publication covering food policy, restaurant industry, and food culture; overlaps significantly with The Counter's restaurant and food-business investigative reporting, though operates as a commercial outlet under Vox Media.
- Civil Eats: Independent nonprofit newsroom publishing daily investigative and explanatory journalism on the American food system, covering policy, agriculture, environment, and food justice — the closest direct comp to The Counter's editorial mission.
- Food and Environment Reporting Network (FERN): Nonprofit news organization producing investigative journalism at the intersection of food, agriculture, and the environment; the original publisher of The Counter under the name 'The New Food Economy,' making it a near-direct peer.
Others
- The New Republic: Independent magazine with strong policy and political coverage that overlaps with The Counter's food-policy reporting; not a direct food specialist but a comparably mission-driven publication.
Emerging players
- Modern Farmer: Media outlet focused on agriculture, food systems, and rural issues; narrower niche than The Counter but covers similar agricultural-policy and food-systems themes.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
The Counter social profiles
Digital presenceThe Counter financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Counter leadership team
Management profileNumber of profiles
Profiles1 record
The Counter funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Counter M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Counter
What does The Counter do?
The Counter is an independent, nonprofit, nonpartisan newsroom that publishes original investigative journalism, features, and commentary about American food systems on its website (thecounter.org). It produces in-depth reporting across topics including politics, business, environment, culture, and technology as they relate to how and what Americans eat, and distributes curated content through a free twice-weekly email newsletter called 'Thinly Sliced.'
Is The Counter a public or private company?
The Counter is a private company. It is classified as nonprofit foundation owned and is currently closed.
When was The Counter founded?
The Counter was founded in 2014. It employs 11 to 50 people.
Where is The Counter based?
The Counter is headquartered in New York, United States, in the North America region.
Who are The Counter's main competitors?
Broad incumbents on record are Grist, Mother Jones, Bloomberg Green, ProPublica and Bon Appétit. Direct peers are Eater, Civil Eats and Food and Environment Reporting Network (FERN). The New Republic is listed as an others. Modern Farmer is listed as an emerging player.
Does The Counter have an API?
No public API is recorded for The Counter.
What industry is The Counter in?
The Counter's product category is Independent Investigative Journalism. Its primary akta.pro industry code is MPAJAEAF, Food, Cooking & Beverage Magazines, with a secondary code of MPAJAEAO, News, Politics & Current Affairs Magazines. Its NAICS code is 513120 and its SIC code is 2721.