Better Food Foundation
Better Food Foundation is a 501(c)(3) nonprofit that uses behavioral science and nudge theory to make plant-based food the default at universities, hospitals, coffee shops, and faith communities, while preserving freedom of choice.
- Company typePrivate
- Founded2016
- HeadquartersWashington, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Better Food Foundation does
Better Food Foundation (BFF) is a 501(c)(3) nonprofit organization founded in 2016 and headquartered in Washington, DC, that applies behavioral science and nudge theory to shift institutional food systems toward plant-based defaults. Rather than running individual behavior-change campaigns, BFF partners with universities, hospitals, coffee shops, cities, and faith groups to redesign food choice architecture so that plant-rich options are the default while preserving the freedom to opt in for animal products. Its core methodology is codified in the Top 5 Nudge Strategies framework (plant-based defaults, prime placement, subtle substitutions, climate-friendly ratios, and tasty titles), supported by a living research repository of peer-reviewed studies. The organization reports 16.2 million meals impacted annually, 7.9 million kg of greenhouse gas emissions reduced, and 6,500 people trained per year.
BFF's product portfolio centers on six programs: the Plant-Based Nudges & Defaults core strategy, the DefaultVeg Internship (largest cohort of 60 students across 27+ campuses), the Plant-Based NGO Network (40+ member organizations), Free Nudge Training (monthly online workshops), the Oat Milk by Default coffee campaign, and the Faith in Food initiative. All programs are offered free to participants. The organization generates revenue through individual donations and foundation grants, and is a member of 1% for the Planet. It has raised over $3 million for partner organizations and functions as a regranter, fiscal sponsor, and incubator — notably spinning off Greener By Default as a specialized nonprofit in 2023.
BFF's go-to-market is community-led and partnership-driven, with a small 18-person team executing through three motions: a student advocacy engine (DefaultVeg Internship), a partner NGO network, and an event/conference presence (NACUFS, AASHE, Hollywood Climate Summit). Its two most consequential institutional partnerships are with Sodexo — extending plant-based defaults to approximately 400 universities serving 1 million students and ~400 hospitals — and with NYC Health + Hospitals, which moved from an 11-hospital pilot in 2022 to system-wide implementation, saving $462,000+ per year and reducing carbon emissions by 36%. Named institutional adopters include Tulane, Lehigh, RPI, University of Michigan, Cornell, UC Berkeley, UCLA, and American University. Leadership is led by Executive Director Jennifer Channin (Executive Director since 2021, founding team member since 2016).
Better Food Foundation firmographics
Firmographics- Name
- Better Food Foundation
- Legal name
- Better Food Foundation
- Website
- https://betterfoodfoundation.org
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Better Food Foundation is a 501(c)(3) nonprofit that uses behavioral science and nudge theory to make plant-based food the default at universities, hospitals, coffee shops, and faith communities, while preserving freedom of choice.
- Ownership category
- akta.pro rank
Better Food Foundation industry classification
Industry- Product category
- Sustainable Food Systems Advocacy
- akta.pro primary industry
- Sustainable Agriculture & Food Systems (BPAGAGAI)
- akta.pro secondary industry
- Sustainable Agriculture & Food Systems (Fair Trade, Food Access, Regenerative) (BPAGALAD)
Keywords
Where Better Food Foundation is headquartered
LocationHeadquarters
- HQ city
- Washington
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Better Food Foundation business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Donations and Grants: As a 501(c)(3) nonprofit organization, Better Food Foundation operates primarily through donations from individuals and grants from foundations. The organization is supported by charitable contributions and has raised over $3 million for partner organizations. EIN: 81-4537521.
- 1% for the Planet Membership: BFF is a member of 1% for the Planet, indicating participation in a corporate giving program where members donate 1% of sales to environmental nonprofits.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Programs |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Better Food Foundation product offering
Product offeringCore offering
Better Food Foundation is a nonprofit organization that applies behavioral science (nudge theory and choice architecture) to make plant-based food the default option in institutional settings such as universities, hospitals, coffee shops, cities, and faith communities, while preserving diners' freedom to opt in for animal products. It delivers this through free nudge training, a student internship program, an NGO partner network, and specialized initiatives like Oat Milk by Default and Faith in Food.
Product overview
Better Food Foundation operates as a nonprofit organization that incubates novel strategies for shifting diets toward plant-based food systems. Rather than a traditional product portfolio, BFF offers a suite of interconnected behavioral science programs and training services centered on its core Plant-Based Defaults strategy. The main offerings include the DefaultVeg Internship Program (student-led campus implementation), Free Nudge Training (monthly workshops on behavioral nudges), the Plant-Based NGO Network (collaborative partner ecosystem), and specialized initiatives for coffee shops (Oat Milk by Default) and faith communities (Faith in Food). These programs work together to make plant-rich eating the default choice across institutions and cultures.
Differentiator
Problem solved
Functional benefit
Brands
- DefaultVeg: Campus program for plant-based defaults and student advocacy training
Products and services
- Plant-Based Nudges & Defaults Behavioral science-based strategy that makes plant-based food the default option in institutional settings while preserving freedom to opt in for animal products, reducing emissions, food costs, and improving health outcomes.
- DefaultVeg Internship Program Campus-based internship that trains students to implement plant-based defaults and nudges at their universities, with the largest cohort training 60+ students per semester across multiple continents.
- Free Nudge Training Free monthly online training workshops teaching evidence-based nudge strategies and the Top 5 Nudge Strategies to implement plant-forward dining in institutions, businesses, and communities.
- Plant-Based NGO Network Collaborative network of NGOs working to promote plant-based defaults, with over 40 organization members providing comprehensive support for campus dining operations including education, consulting, and procurement assistance.
- Oat Milk by Default Campaign targeting coffee shops to make oat milk the default non-dairy option, contributing to industry-wide shifts including Starbucks eliminating plant-based milk upcharges at thousands of locations.
- Faith in Food Program engaging faith-based organizations to adopt plant-based food policies and sustainable dining practices aligned with religious and ethical values.
Quantifiable outcome
- 3.5 times more likely to choose plant-based meals when plant-based is the default vs meat default
- +4 more outcomes
Companies that use Better Food Foundation
Customer profileNamed customers9 records
Segments8 records
Ideal customer profiles5 records
Better Food Foundation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Better Food Foundation partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- Re:wildminorCo-presented 'On the Stand: The People v. Big Meat & Dairy' comedy event at the 2026 Hollywood Climate Summit alongside Context Collab.
- Context CollabminorCo-presented the comedy mock trial event 'On the Stand' at Hollywood Climate Summit to engage audiences with food systems messaging through entertainment.
- SodexocoreSodexo, a major food service company, partnered with BFF to implement plant-based defaults across its university dining operations. Following successful pilots at Tulane, Lehigh, and RPI, Sodexo expanded plant-based defaults to approximately 400 universities serving 1 million students. The partnership also extends to hospital systems (~400 hospitals).
- NYC Health + HospitalscoreNYC Health + Hospitals piloted plant-based defaults in 11 public hospitals in 2022, leading to permanent system-wide implementation. Over 50% of patients chose plant-based meals despite fewer than 1% identifying as vegetarian/vegan. Hospitals saved $462,000+ per year.
- Greener By DefaultcoreTwo BFF team members launched Greener by Default as a specialized nonprofit in 2023, focusing on plant-based defaults. This spinoff organization continues to work closely with BFF to scale implementation.
- University of San Diego Center for Food Systems TransformationminorAcademic partner collaborating with BFF to host presentations, workshops, and networking sessions on campus food systems transformation and Scope 3 emissions reduction.
- Center for Biological DiversityminorEnvironmental organization co-presenting webinars with BFF on best practices in plant-based city food policy.
- Climate InteractiveminorClimate simulation organization co-hosting webinars with BFF exploring plant-based diets through the En-ROADS Climate Simulator.
- Beyond MeatminorPlant-based protein company partnering with student advocates (e.g., UCLA's Sarahjeet Dosanjh) and providing products for campus events implementing plant-based defaults.
Scale indicators8 records
Recent moves6 records
Expansion highlights7 records
Better Food Foundation competitors and assessment
Company assessmentDirect peers
- Real Food Challenge: Student network driving sustainable and plant-forward food procurement at universities. Comparable campus-focused, behavior- and procurement-change operating model.
- Farm Forward: Farmed-animal-protection nonprofit. BFF's Executive Director previously served as Development Director at Farm Forward, indicating close programmatic lineage and shared donor/advocate ecosystem.
- Animal Outlook: Animal-protection nonprofit running food-industry campaigns that have placed vegan options on major-chain menus (Starbucks, Subway). Leadership background overlap with BFF's campaigns team.
- Plant Based Treaty: International advocacy campaign urging governments and institutions to adopt plant-based food system policies. Directly collaborates with BFF on plant-based policy and defaults implementation.
- Greener by Default: Specialized nonprofit launched in 2023 by two BFF alumni that focuses exclusively on implementing plant-based defaults across institutional food service. Most direct functional peer — same methodology, narrower scope.
- Switch4Good: Nonprofit focused on reducing dairy consumption through plant-based alternatives and athlete-driven storytelling. NGO Network partner with overlapping plant-defaults strategy.
- New Roots Institute: Student-led nonprofit fellowship training campus advocates to advance plant-based food systems. Highly comparable model: student fellowships, campus adoption, and defaults advocacy at US universities.
Broad incumbents
- Humane World for Animals: Major US animal-protection organization (formerly HSUS) with plant-based food system advocacy, including institutional and corporate campaigns. Broader portfolio but overlapping mission on plant-based default adoption.
- Plant Based Foods Association: Industry trade association representing plant-based food manufacturers and promoting plant-based consumption. Adjacent mission focused on supply-side category-building rather than consumer-defaults advocacy.
- Center for Biological Diversity: Broad environmental advocacy nonprofit that co-presents plant-based city-food-policy webinars with BFF. Comparable environmental NGO but with a wider portfolio beyond food systems.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Better Food Foundation social profiles
Digital presenceBetter Food Foundation financial estimates
Financial estimateRevenue estimate
Valuation estimate
Better Food Foundation leadership team
Management profileNumber of profiles
Profiles4 records
Better Food Foundation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Better Food Foundation 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 Better Food Foundation
What does Better Food Foundation do?
Better Food Foundation is a nonprofit organization that applies behavioral science (nudge theory and choice architecture) to make plant-based food the default option in institutional settings such as universities, hospitals, coffee shops, cities, and faith communities, while preserving diners' freedom to opt in for animal products. It delivers this through free nudge training, a student internship program, an NGO partner network, and specialized initiatives like Oat Milk by Default and Faith in Food.
Is Better Food Foundation a public or private company?
Better Food Foundation is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Better Food Foundation founded?
Better Food Foundation was founded in 2016. It employs 11 to 50 people.
Where is Better Food Foundation based?
Better Food Foundation is headquartered in Washington, United States, in the North America region.
How does Better Food Foundation make money?
Two revenue lines are on record. Donations and Grants are the primary driver. The others are 1% for the Planet Membership.
Who are Better Food Foundation's main competitors?
Direct peers on record are Real Food Challenge, Farm Forward, Animal Outlook, Plant Based Treaty, Greener by Default, Switch4Good and New Roots Institute. Broad incumbents are Humane World for Animals, Plant Based Foods Association and Center for Biological Diversity.
Does Better Food Foundation have an API?
No public API is recorded for Better Food Foundation.
What industry is Better Food Foundation in?
Better Food Foundation's product category is Sustainable Food Systems Advocacy. Its primary akta.pro industry code is BPAGAGAI, Sustainable Agriculture & Food Systems, with a secondary code of BPAGALAD, Sustainable Agriculture & Food Systems (Fair Trade, Food Access, Regenerative).