What Eating Better does

Eating Better is a UK-registered independent charity (Registered Charity No. 1175669, Company No. 9772128), founded in 2013 and headquartered in London, that operates as a 60–70 organisation alliance for dietary and food-system change. Its central proposition is the 'Better By Half' Roadmap: a framework of 25 actions across five sectors (governments, producers, retailers and manufacturers, food service, and financial institutions and investors) intended to drive a 50% reduction in UK meat and dairy consumption by 2030 alongside a transition to 'better' meat and dairy production. The organisation delivers this through project workstreams (Nourishing Justice, Industrial Livestock Production, Changing the Narrative, Public Attitudes Survey), consumer-facing campaigns such as 'Anything is Pulse-able' and 'Season to taste', a resource library segmented for policymakers and retailers, films, recipes, and a regular newsletter. It is staffed by a small team of around 13 employees overseen by a Board of Trustees, with Executive Director Simon Billing appointed in 2018.

The organisation is not a technology company in any conventional sense; its 'platform' is the website eating-better.org, which hosts publicly downloadable reports, films, recipes, and campaign assets, supplemented by active profiles on X, LinkedIn, Instagram, and YouTube. There are no proprietary products, APIs, SDKs, or patents, and no commercial pricing applies — all resources are freely accessible. The go-to-market motion is community-led coalition-building and policy advocacy targeting five distinct stakeholder segments (UK policymakers, food producers and processors, retailers and manufacturers, food service operators, and financial institutions), with engagement through parliamentary panels, sector conferences (e.g. ORFC), alliance gatherings, and direct alliance-member amplification.

The funding model is charitable: Eating Better raises revenue from supporter organisations, trusts and foundations, and individuals, and explicitly does not accept funding from commercial organisations to preserve independence. Named major funders include the Brian Mercer Trust, Healthy Food Healthy Planet, and the Oak Foundation, with programme-specific funding such as the Farming the Future grant underwriting the 2026 JEDI Leadership Programme delivered with Sustain. As a non-profit, Eating Better has no customers in the commercial sense, no ARR, and no disclosed financial accounts in the source data; 'customers' are best characterised as the alliance members and external stakeholders (government bodies, retailers, producers, food service operators, investors) whose behaviour the alliance seeks to influence.

Name

Eating Better

Legal name

Eating Better

Website

https://eating-better.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Eating Better is a UK-registered charity alliance of 60–70 organisations driving a 50% reduction in UK meat and dairy consumption by 2030. It delivers the Better By Half Roadmap, plus campaigns, research, and a 2026 JEDI Leadership Programme, funded by foundations and individuals.

Ownership category

akta.pro rank

Product category

Sustainable food systems advocacy

akta.pro primary industry

Sustainable Agriculture & Food Systems (Fair Trade, Food Access, Regenerative) (BPAGALAD)

akta.pro secondary industries

Sustainable Agriculture & Food Systems (BPAGAGAI), Nutrition Governance, Policy & Coordination (SUN, National Plans) (BPADAJAL), Nutrition & Food Security (Global Health) NGOs (HLAJAKAH)

Keywords

• Sustainable food advocacy
• Food system policy
• Dietary change campaigns
• Plant-based eating promotion
• Food justice initiatives

Headquarters

HQ city

Not specified

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Charitable funding: Eating Better raises funds from supporter organisations, trusts and foundations, and individuals. They do not seek or accept funds directly from commercial organisations to maintain independence. Their funding policy explicitly states they do not accept funding from any organisation that may compromise the integrity and credibility of their work.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Eating Better is a UK charity alliance of approximately 70 organisations that delivers advocacy, research, campaigns and policy frameworks to accelerate the transition to a fairer, healthier and more sustainable food system with reduced and 'better' meat and dairy. Its flagship offering is the Better By Half Roadmap, a framework of 25 actions across five sectors (governments, producers, retailers and manufacturers, food service, financial institutions and investors), supported by workstreams on nourishing justice, industrial livestock production, narrative change and public attitudes, plus public-facing campaigns such as Anything is Pulse-able and Season to Taste.

Product overview

Eating Better is a UK-registered charity acting as a movement for change comprising over 70 organizations working toward a fairer, healthier and more sustainable food system. The organization's core product is the 'Better By Half' Roadmap—a strategic framework with 25 actions across five sectors (governments, producers, retailers, food service, and financial institutions) aimed at reducing meat and dairy consumption by 50% by 2030. Supporting this core framework are project workstreams including Nourishing Justice (food justice lens), Industrial Livestock Production (advocacy), Changing the Narrative (messaging), and Public Attitudes Survey (research). The organization also runs public-facing campaigns including 'Anything is Pulse-able' (pulses promotion) and 'Season to Taste' (cultural food traditions), along with content resources such as films, recipes, and a resource library organized for policymakers and retailers. Communication services include a newsletter and the JEDI Leadership Programme for alliance members.

Differentiator

Problem solved

Functional benefit

Brands

• Better By Half Roadmap: A roadmap identifying 25 actions across five influential sectors (Governments, Producers, Retailers, Food service, Financial institutions) where change needs to happen to ensure everyone has access to healthy, nutritious and affordable food.
• Anything is Pulse-able
• Season to taste

Products and services

• Better By Half Roadmap Strategic framework identifying 25 actions across five sectors (governments, producers, retailers and manufacturers, food service, financial institutions) where change needs to happen to ensure access to healthy, nutritious and affordable food, working toward a 50% reduction in UK meat and dairy consumption by 2030.
• Nourishing Justice Workstream that promotes the consistent use of a food and racial justice lens by actors within the alliance's movement to help achieve an equitable transition and tackle systemic inequalities in the food system.
• Industrial Livestock Production project Project providing a comprehensive definition of industrial livestock production and making the case for change across the UK food system.
• Changing the Narrative Project developing messaging guides to support better engagement with producers, retailers, and the public on dietary change issues.
• Public Attitudes Survey Research initiative tracking public attitudes toward meat and dairy consumption and sustainable food choices.
• Anything is Pulse-able Campaign Month-long campaign highlighting the benefits of beans, peas and lentils for health, affordability and the planet, showcasing pulse-based recipes and food stories from community members.
• Season to Taste Campaign Joyful holiday campaign celebrating food, culture and heritage through sharing food stories and recipes from various cultural traditions including Diwali, Hanukkah, Christmas and more.
• Eating Better Films Video content showcasing sustainable food production and food education initiatives, including films on pasture-fed beef and dairy, sustainable food education in schools, and local food systems across England, Scotland and Wales.
• Resource Library Collection of resources, reports, and case studies organized for policymakers, retailers, and the general public on sustainable food systems.
• Recipes Collection Library of plant-based recipes featured in campaigns, including dishes from various cultural traditions such as Lebanese, Nigerian, Indian, and Eastern European cuisines.
• Eating Better Newsletter Regular email newsletter delivering the latest news, research, and reports from the Eating Better Alliance directly to subscribers.
• JEDI Leadership Programme Justice, Equity, Diversity and Inclusion (JEDI) leadership programme for senior leaders within alliance member organizations, supporting strengthening of sector-wide practice and peer learning in food and farming.

Quantifiable outcome

• 50% reduction in meat and dairy consumption in the UK by 2030
• +1 more outcomes

Named customers1 record

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

22 partnerships are on record, tiered minor and core.

• Amala ChaiminorGTM or Marketing PartnerCampaign partner for 'Season to taste' holiday campaign. Amala Chai are on a mission to create the best tasting masala chai by directly sourcing the highest quality tea and spices from sustainable farms in India.
• Brighton and Hove Food PartnershipminorStrategic or Co-development PartnerCampaign partner for 'Season to taste'. The Brighton & Hove Food Partnership puts food at the heart of all they do, growing food, cooking and eating as ways to improve people's lives.
• Celestial PeachminorStrategic or Co-development PartnerCampaign partner for 'Season to taste'. Celestial Peach investigates health and longevity through a vegan Chinese diet and tells stories about Chinese food in the diaspora.
• The Flexitarian (Annabelle Randles)minorStrategic or Co-development PartnerCampaign partner for 'Season to taste'. Annabelle is passionate about food and the environment, creating vegan and vegetarian recipes and eco tips to inspire more plant-based eating.
• Food for Life (Soil Association)coreStrategic or Co-development PartnerCampaign partner for 'Season to taste'. Led by Eating Better alliance member the Soil Association, Food for Life believes everyone should have access to healthy and sustainable food.
• Greener KirkcaldyminorStrategic or Co-development PartnerCampaign partner for 'Season to taste'. Greener Kirkcaldy is a community-led charity working locally to bring people together and take positive action on climate emergency and food insecurity.
• Hackney School of FoodminorStrategic or Co-development PartnerCampaign partner for 'Season to taste'. The place for chefs of all ages and abilities to come together to learn from professionals, open to schools, community groups, and corporate events.
• HubbubcoreStrategic or Co-development PartnerCampaign partner for 'Season to taste'. Hubbub takes a fresh approach to communicating environmental and waste issues, focusing on people's passions such as food, fashion, homes and neighborhoods.
• Made In HackneycoreStrategic or Co-development PartnerCampaign partner for 'Season to taste'. Made In Hackney is a plant-based cookery school which also provides free nutritious meals to households struggling for food. Eating Better alliance member.
• Meat Free MondaycoreStrategic or Co-development PartnerCampaign partner for 'Season to taste'. Meat Free Monday encourages people to skip meat for one day a week to improve health and help the planet. Eating Better alliance partner.
• ProVeg UKcoreStrategic or Co-development PartnerCampaign partner for 'Season to taste'. ProVeg is a food awareness organisation that aims to cut animal consumption by 50% by 2040. Eating Better alliance member.
• Real Bread Campaign (Sustain)minorStrategic or Co-development PartnerCampaign partner for 'Season to taste'. Real Bread is made without chemical raising agents or additives. Project of Eating Better alliance member Sustain.
• School Food MattersminorStrategic or Co-development PartnerCampaign partner for 'Season to taste'. School Food Matters exists to teach children about food and improve children's access to healthy, sustainable food during their time at school.
• The Vegan Nigerian (Tomi Makanjuola)minorStrategic or Co-development PartnerCampaign partner for 'Season to taste'. The Vegan Nigerian is a platform dedicated to making Nigerian cuisine and vegan cooking more accessible.
• The Woodland TrustcoreStrategic or Co-development PartnerCampaign partner for 'Season to taste'. The Woodland Trust is the UK's largest woodland conservation charity working to ensure woods and trees thrive for people and nature.
• Compassion in World FarmingcoreStrategic or Co-development PartnerPartner for 'Anything is Pulse-able' campaign. Compassion In World Farming is a global movement for change in food and farming. Eating Better alliance member.
• First Steps Nutrition TrustcoreStrategic or Co-development PartnerPartner for 'Anything is Pulse-able' campaign. First Steps Nutrition Trust is an independent public health nutrition charity providing resources for health workers supporting eating well from pre-conception to five years.
• The Food FoundationcoreStrategic or Co-development PartnerPartner for 'Anything is Pulse-able' campaign. The Food Foundation aims to present solutions to government and the private sector to address challenges facing the UK food system.
• Four PawscoreStrategic or Co-development PartnerPartner for 'Anything is Pulse-able' campaign. Four Paws is the global animal welfare organisation for animals under direct human influence, revealing suffering, rescuing animals and protecting them.
• Kids KitchenminorStrategic or Co-development PartnerPartner for 'Anything is Pulse-able' campaign. Kids Kitchen is a social enterprise building health and community through family cooking sessions.
• The Sustainable Restaurant AssociationcoreStrategic or Co-development PartnerPartner for 'Anything is Pulse-able' campaign. SRA works with businesses across foodservice to accelerate change towards an environmentally restorative and socially progressive hospitality sector.
• The Vegetarian SocietycoreStrategic or Co-development PartnerPartner for 'Anything is Pulse-able' campaign. The Vegetarian Society inspires and supports people in making the shift to vegetarian and vegan diets and lifestyles.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sustain: The UK's principal alliance for better food and farming, coordinating ~100 member organisations across sustainability, health, and justice. Directly comparable as a coalition-based UK food advocacy NGO and an Eating Better alliance partner.
• Soil Association: UK charity focused on organic food, sustainable farming and food systems reform. An Eating Better alliance member, but operates its own campaigns (e.g., Food for Life) that overlap directly with Eating Better's dietary-change and supply-chain advocacy.
• Hubbub: UK environmental charity that runs behavior-change communications campaigns on food, waste, and lifestyles. Eating Better 'Season to taste' campaign partner; comparable small-team, high-impact campaign-driven model.
• Compassion in World Farming: Global farm animal welfare organisation campaigning on industrial livestock production—Eating Better's stated focus area. Partners with Eating Better on the 'Anything is Pulse-able' campaign and shares overlapping mission around reducing industrial meat/dairy.
• The Vegetarian Society: UK charity promoting vegetarian and vegan diets for health, environmental, and ethical reasons. Closely comparable mission space (consumer dietary shift) and has partnered with Eating Better on the 'Anything is Pulse-able' campaign.
• The Food Foundation: UK think tank producing evidence-based policy solutions to the food system's biggest challenges. Eating Better ally on the 'Anything is Pulse-able' campaign, with highly comparable policy advocacy, research, and stakeholder engagement model.
• Food Ethics Council: UK food-policy charity convening councils, businesses and governments on food system ethics. Strongly comparable to Eating Better in target audiences (policymakers, food businesses), independence model, and policy-coalition GTM motion.
• ProVeg UK: UK arm of a global food awareness organisation targeting a 50% reduction in animal consumption by 2040. Direct overlap with Eating Better's plant-forward dietary-change mission and coalition-based advocacy approach.

Broad incumbents

• Food Tank: Global food-policy think tank producing research and hosting summits on sustainable, healthy, and equitable food systems. Broader global scope than Eating Better, but operates in the same food-system advocacy space with overlapping audiences in media and policy.

Emerging players

• Green Alliance: UK charity focused on environmental policy leadership including sustainable food and farming among other environmental priorities. Comparable UK policy-advocacy, coalition-driven model with a broader environmental remit beyond food.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/eating_better
• YouTubebit.ly/3uSAh0Z
• LinkedInlinkedin.com/company/eating-better-alliance
• Instagraminstagram.com/eating__better

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Eating Better