18 Reasons

What 18 Reasons does

18 Reasons is a 501c3 nonprofit teaching kitchen headquartered at 3674 18th Street in San Francisco's Mission District, founded in 2008 as a spinoff of Bi-Rite Market's tasting classes and community dinners. The organization operates a dual-revenue model in which paid culinary experiences at the 18th Street Kitchen (hands-on cooking classes priced $105-$245, private and corporate events from $1,400, gift cards, and tiered annual memberships from $100-$500) directly fund three free community programs: Cooking Matters (6-week budget nutrition course for food-insecure Bay Area families), Food as Medicine (CalAIM-funded grocery delivery and cooking classes for Medi-Cal members with chronic conditions), and Nourishing Pregnancy (16-week maternal health program serving Black and Latine birthing parents).

The organization serves roughly 3,500 community-program participants annually across Alameda, Contra Costa, and San Francisco counties, alongside thousands of paying home-cook attendees. Its underlying technology is non-proprietary — a Shopify-powered e-commerce site, Zoom-based online classes, and traditional in-person instruction — with no AI/ML systems disclosed. Distribution is multi-channel: the 18reasons.org storefront for ticket sales, the physical teaching kitchen for in-person classes and events, online via Zoom at a $1,700 flat fee for up to 20 screens, and partner-hosted community sites for free programming.

Its business model layers individual donations (one-time and recurring 'Tablesetter' subscriptions), corporate sponsorships, foundation grants (CalAIM, USDA Community Food Projects, Crankstart, Stupski, Anthem Health Foundation, Joseph & Vera Long), and program service fees. The organization is governed by an independent Board of Directors with members from Stanford GSB, Adobe, Macromedia, and other institutions, and is co-founded by Bi-Rite Market's Sam Mogannam. Recent strategic direction centers on the planned Sunnydale Market nonprofit grocery store partnership with Bi-Rite and Crankstart, representing vertical expansion into food retail as part of the HOPE SF neighborhood revitalization.

Name

18 Reasons

Legal name

18 Reasons

Website

https://18reasons.org

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

18 Reasons is a 501c3 nonprofit operating a San Francisco teaching kitchen where paid cooking classes and private events fund three free community programs (Cooking Matters, Food as Medicine, Nourishing Pregnancy) serving food-insecure families, Medi-Cal members with chronic conditions, and pregnant parents across the Bay Area.

Ownership category

akta.pro rank

Product category

Culinary Education and Community Food Programs

NAICS

Community Food Services (62421), Caterers (722320), Special Food Services (7223)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Culinary Arts & Cooking (Baking, Pastry, Global Cuisines) (EDAAAGAG)

akta.pro secondary industries

Menu Planning, Nutrition & Dietary Accommodation Services (Allergens, Special Diets) (EDAEAEAD), Full-Service Catering (Off-Premise) (HSACAGAA), Event Culinary Staffing & Back-of-House Services (Chefs, Servers, Bartenders) (THAHAKAN)

Keywords

• Nonprofit cooking school
• Culinary education
• Community nutrition programs
• Cooking classes
• Food as medicine

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. Cooking Class Ticket Sales: Revenue from paid cooking classes at 18th Street Kitchen ranging from $105-$245 per person, including fundamentals, baking, butchery, global cuisines, and seasonal workshops. Also includes online Zoom classes.
2. Private Events & Venue Rental: Corporate team-building cooking classes, private dinners, party venue rentals, and online private classes. Private cooking classes from $2,500 base + $110/person; private dinners from $3,000 base + $120/person; venue rental from $1,400; online classes flat fee $1,700 for up to 20 screens.
3. Gift Cards: Gift cards sold in denominations of $75, $115, $150, $205, $230, $250, and $410. Gift card revenue supports free community programming.
4. Membership Program: Annual memberships providing $10 discount on classes, early access to class registration, quarterly exclusive newsletter, and cookbook lending library access. Individual membership $100/year; Cook membership includes 1 free single-day class pass; Executive Chef membership $500/year includes 2 free class passes and fundraising event discounts.
5. Donations & Grants: Individual donations (one-time and monthly recurring 'Tablesetter' program), corporate sponsorships, foundation grants, stock donations, donor advised fund contributions, and planned giving. Tax ID: 45-3059509.
6. Merchandise Sales: Branded merchandise including t-shirts ($35), crewneck sweatshirts ($50), BAGGU totes ($18), and dad hats ($25).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

18 Reasons is a nonprofit teaching kitchen that runs hands-on and online paid cooking classes, private dining and team-building events, and gift card/membership products at its 18th Street Kitchen in San Francisco's Mission District. Earned revenue from these paid offerings cross-subsidizes three free community programs: Cooking Matters (6-week nutrition course for food-insecure households), Food as Medicine (Medi-Cal grocery and cooking support for chronic conditions), and Nourishing Pregnancy (16-week maternal health program for Black and Latine birthing parents).

Product overview

18 Reasons is a nonprofit organization offering a dual-purpose model: paid cooking education through 18th Street Kitchen (including cooking classes, private/corporate events, memberships, and gift cards) that funds free community programs. The free community programs include Cooking Matters (budget nutrition education), Food as Medicine (Medi-Cal grocery and cooking support for chronic conditions), and Nourishing Pregnancy (maternal health support). An upcoming initiative is Sunnydale Market, a nonprofit grocery store partnership with Bi-Rite Market.

Differentiator

Problem solved

Functional benefit

Products and services

• 18th Street Kitchen A teaching kitchen in San Francisco's Mission District offering hands-on cooking classes, cultural tastings, and private events that welcome thousands of home cooks each year while raising funds for free community programming.
• Cooking Classes Hands-on cooking classes covering global cuisines (Italian, Indian, Malaysian, Vietnamese, Taiwanese, Mexican), baking, butchery, knife skills fundamentals, and seasonal workshops for home cooks of all skill levels, priced from $105 to $245 per person.
• Private and Corporate Events Private cooking classes, private dinners, venue rentals, and online cooking experiences for corporate teams, celebrations, and groups of up to 45 guests, with customized menus, dedicated chef, and exclusive dining room use.
• Annual Memberships Annual membership tiers (Individual $100/year, Cook, Executive Chef $500/year) offering $10 member discounts on classes, early access to class registration, quarterly newsletters with exclusive content, and access to the cookbook lending library.
• Gift Cards Gift cards available in preset denominations ($75 to $410) that can be applied toward any 18th Street Kitchen ticket for online or in-person cooking events, supporting the nonprofit's free community programming.
• Cooking Matters A free 6-week course teaching food-insecure households how to buy, cook, and eat nutritious meals on a budget through hands-on cooking practice, nutrition education, and grocery donations.
• Food as Medicine (FAM) A free Medi-Cal program delivering nutritious groceries and live online cooking and nutrition classes to adults and children with diet-sensitive chronic conditions such as diabetes, obesity, hypertension, and gestational diabetes.
• Nourishing Pregnancy A 16-week cooking and health program serving pregnant and postpartum parents with a focus on Black and Latine communities, providing workshops, nutrition classes, doula support, and free bi-weekly grocery deliveries.
• Merchandise Branded merchandise including t-shirts ($35), crewneck sweatshirts ($50), BAGGU totes ($18), and dad hats ($25) sold to support the nonprofit's mission.

Quantifiable outcome

• 78% of Cooking Matters participants reported increasing confidence in ability to buy healthy foods for their families on a budget after the course.
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core, major and supporting.

• Bi-Rite MarketcoreStrategic or Co-development PartnerCo-founded by Sam Mogannam (Bi-Rite's founding partner). 18 Reasons was born from Bi-Rite Market's tasting classes and community dinners in 2008. Maintains strong ties; Bi-Rite sources ingredients for 18th Street Kitchen classes. 18 Reasons remains part of the 'Bi-Rite family' and Sam Mogannam serves on the 18 Reasons Board of Directors. Partnership expanded with joint venture Sunnydale Market.
• Contra Costa Health ServicescoreStrategic or Co-development PartnerHealthcare partner for Food as Medicine (FAM) program. FAM is funded by CalAIM and delivers nutritious ingredients and cooking education to Medi-Cal members with diet-sensitive chronic conditions in Contra Costa County.
• SisterwebmajorStrategic or Co-development PartnerSan Francisco-based partner in Nourishing Pregnancy program. Sisterweb participates in curriculum development, meal delivery, doula referrals, and participant recruitment for the maternal health program serving Black birthing parents.
• CoCo DoulasmajorStrategic or Co-development PartnerRichmond-based doula collective partnering with Nourishing Pregnancy. Participates in curriculum development, delivers meals, refers doulas, and recruits participants for the program serving birthing parents in Contra Costa County.
• Black Infant HealthmajorStrategic or Co-development PartnerPartner in Nourishing Pregnancy program. Contributes to curriculum development, meal delivery, and participant recruitment for Black birthing parents in the Bay Area.
• Farming HopemajorStrategic or Co-development PartnerSan Francisco-based partner in Nourishing Pregnancy. Participates in curriculum development, delivers meals, and recruits participants for the program serving pregnant and postpartum parents.
• Homeless Prenatal ProgrammajorStrategic or Co-development PartnerSan Francisco partner in Nourishing Pregnancy. Contributes to curriculum development, meal delivery, and participant recruitment for homeless and at-risk pregnant people.
• Mercy Housing CaliforniamajorStrategic or Co-development PartnerAffordable housing nonprofit providing space for Sunnydale Market. The market will be located on the ground floor of Mercy Housing's new Amani building at 1515 Sunnydale Avenue, part of a neighborhood campus including community hub, childcare center, and YMCA.
• San Francisco-Marin Food BanksupportingStrategic or Co-development PartnerAdditional support partner for Sunnydale Market, contributing to the food access initiative in Sunnydale neighborhood.
• Golden State WarriorsmajorGTM or Marketing PartnerNBA team partnered with 18 Reasons for Shop & Learn grocery store tours and Warriors Chef Academy program. Players taught families how to shop healthy on a budget. Events brought together 5 Bay Area families with Warriors players.
• Food ConnectsupportingStrategic or Co-development PartnerFood delivery partner supporting Nourishing Pregnancy with bi-weekly grocery box deliveries to participant homes.
• Arcadio's ProducesupportingStrategic or Co-development PartnerProduce supplier supporting Nourishing Pregnancy with fresh fruits, vegetables, and staple ingredients for grocery deliveries.
• SNAP (Supplemental Nutrition Assistance Program)supportingStrategic or Co-development PartnerPublic nutrition program whose beneficiaries are served through Cooking Matters at the Store tours that teach participants to maximize SNAP benefits at grocery stores and farmers markets.
• WIC (Women, Infants, and Children)supportingStrategic or Co-development PartnerPublic nutrition program supporting pregnant women, new mothers, and infants. Cooking Matters programming helps WIC beneficiaries make healthy food choices.

Scale indicators8 records

Recent moves3 records

Expansion highlights5 records

Regional players

• La Cocina: San Francisco nonprofit kitchen incubator supporting low-income food entrepreneurs — a fellow SF food-focused nonprofit with shared geography and community/mission ethos, though distinct in entrepreneur-incubation focus vs. cooking education.
• Martha's Table / Martha's Kitchen (San Jose): Bay Area nonprofit providing food, meals, and nutrition education to food-insecure residents. Operates in adjacent Bay Area geography with overlapping food-security mission, illustrating another regional model of community food + nutrition programming.

Broad incumbents

• Institute of Culinary Education (ICE): Established national culinary school offering recreational cooking classes alongside professional diploma programs. A larger commercial incumbent in culinary education with broader program offerings than 18 Reasons' recreational-focused curriculum.
• America's Test Kitchen: Cooking education brand offering online classes, recipes, and live virtual/in-person cooking experiences. A broader incumbent competitor for paid cooking-class consumer dollars, particularly in the online channel where 18 Reasons' Zoom offering competes.

Direct peers

• MasterClass: Online culinary education platform with chef-led video classes competing for consumer cooking-skills attention. While not a nonprofit, MasterClass occupies the same digital culinary-education category that 18 Reasons enters via its Zoom live classes.
• Cozymeals: Online platform connecting home cooks with live, instructor-led cooking classes similar to 18 Reasons' $1,700 Zoom offering. Competes for the same corporate and group online cooking-class spend and targets comparable experiential/team-building use cases.
• Community Kitchen Pittsburgh: Pittsburgh-based nonprofit combining culinary workforce training with community food access, structurally analogous to 18 Reasons in combining paid/program activities with food-security mission. Operates outside California but in the same nonprofit-culinary-services peer category.
• DC Central Kitchen: Washington DC nonprofit that combines culinary job training, scratch-cooked meal production, and food-access programming — the closest structural analog to 18 Reasons' dual-model teaching kitchen plus community food programs mission.
• Sur La Table: National retail cooking school chain offering hands-on classes, private events, and culinary experiences. Directly competes with 18 Reasons' 18th Street Kitchen for paid cooking class enrollment and corporate team-building bookings, with comparable hands-on format and per-person pricing.

Others

• Share Our Strength (Cooking Matters national): National anti-hunger nonprofit that owns the Cooking Matters curriculum 18 Reasons delivers as a community program. Functions as upstream partner/curriculum licensor rather than direct competitor, but its scale and national reach shape the operating environment for 18 Reasons' free programming.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@18reasons58
• Facebookfacebook.com/18reasons
• Instagraminstagram.com/18reasons/?hl=en
• Xx.com/18reasons
• LinkedInlinkedin.com/company/18-reasons

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 18 Reasons