New Roots Institute
New Roots Institute is a 501(c)(3) nonprofit founded in 2010 that trains youth leaders to end factory farming through fellowship programs, curricula, and an alumni network spanning 200+ schools and 35+ states.
- Company typePrivate
- Founded2010
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What New Roots Institute does
New Roots Institute is a 501(c)(3) nonprofit organization founded in 2010 and headquartered in Los Angeles, operating a fully remote team of 11-50 employees. Its stated mission is ending factory farming through the development of youth leadership, with programs designed to train and deploy student advocates into food systems and animal welfare advocacy. The organization's core programmatic offerings include a Summer Leadership Academy, an Academic Year Fellowship, and an ongoing alumni network. Since inception, the organization has trained more than 600 alumni across 200+ schools in 35+ states and 20+ countries, with the 2024-2025 cohort drawing from 28 states and 22 countries. Its educational content includes a library of more than 1,000 curated slides used across fellowship and partner programs.
The organization's business model is donation-funded; programs are offered at no cost to student participants, and revenue is generated through charitable contributions and grants. It holds a Charity Navigator 4-star rating and was designated an Animal Charity Evaluators Recommended Charity for 2024. Distribution leverages a community-led, peer-to-peer model in which trained fellows recruit peers on their campuses, reducing acquisition costs and embedding the organization into university infrastructure through partnerships with UCLA, UCSD, and UBC, alongside K-12 partnerships including NYC Public Schools and Fremont Union. In 2025, the organization restructured toward a fellow-driven model, transferring program execution to alumni fellows to enable scalable expansion.
Strategic positioning has been reinforced through inclusion in Vox's Future Perfect 50 list and the NYC Food Education Roadmap in 2024, alongside a partnership with the Environmental Convergence Project (ECP) to produce Classroom Resources for high school curricula. The organization reports reaching 250,000+ people through campaigns, partnerships, and media, with active investment in digital channels including a podcast, documentary, and social media.
New Roots Institute firmographics
Firmographics- Name
- New Roots Institute
- Legal name
- New Roots Institute
- Website
- https://newrootsinstitute.org
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- New Roots Institute is a 501(c)(3) nonprofit founded in 2010 that trains youth leaders to end factory farming through fellowship programs, curricula, and an alumni network spanning 200+ schools and 35+ states.
- Ownership category
- akta.pro rank
New Roots Institute industry classification
Industry- Product category
- Nonprofit Youth Advocacy Education
- NAICS
- Educational Services (611), Educational Support Services (61171)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Sustainable Agriculture & Food Systems (BPAGAGAI)
- akta.pro secondary industries
- K–12 Support & School Improvement Nonprofits (BPAGADAB), After-School, Tutoring & Academic Enrichment Nonprofits (BPAGADAC), Community Development & Social Impact Programs (EDAIAGAA)
Keywords
Where New Roots Institute is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
New Roots Institute business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Donations and Charitable Contributions: Individual donors, major gifts, and recurring donations from supporters. Organization promotes 'Ways to Give', 'Root Circle' monthly giving program, and one-time contributions.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
New Roots Institute product offering
Product offeringCore offering
New Roots Institute runs the Summer Leadership Academy and the Academic Year Fellowship, two no-cost leadership programs that train high school and college students to design and execute community-based campaigns against factory farming. The organization complements its programs with a 1,000+ educational slide library and standards-aligned classroom resources (delivered via partner Educated Choices Program), equipping fellows to advocate for institutional food-policy change on their campuses.
Product overview
New Roots Institute is a nonprofit educational organization that offers a portfolio of leadership development programs focused on ending factory farming. The core offerings include the Summer Leadership Academy (an intensive summer program) and the Academic Year Fellowship (a year-long program supporting student-led campaigns). The organization also partners with the Educated Choices Program (ECP) to provide classroom educational resources including videos, lesson plans, and standards-aligned materials. These programs transform high school and college students into advocates who direct community-based campaigns and work toward systemic change in the food system.
Differentiator
Problem solved
Functional benefit
Products and services
- Summer Leadership Academy An intensive summer program that trains high school and college students in food systems knowledge, leadership skills, and direct community-based campaign experience to drive the movement to end factory farming. Open to student participants at no cost.
- Academic Year Fellowship A year-long fellowship that supports selected students in directing community-based campaigns against factory farming and in securing influential roles that create lasting impact throughout their careers. No cost to student participants.
- Alumni Network A network of 600+ program graduates who continue advocating for ending factory farming, mentoring new fellows, and influencing institutional food policies on campuses and in communities.
Quantifiable outcome
- Over 250,000 people's dining behaviors influenced
- +3 more outcomes
Companies that use New Roots Institute
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
New Roots Institute technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
New Roots Institute partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Educated Choices Program (ECP)coreNew Roots Institute transitioned from direct classroom teaching to partnering with Educated Choices Program, a trusted provider of free, science-based educational presentations about food choice impacts. ECP offers videos, lesson plans, standards alignment guidelines, and resources for the educator network. NRI refers educators and students to ECP's offerings.
- The Humane LeagueminorFellow Angela Catalano partnered with The Humane League to organize protests and meetups, including demonstrations at Crumbl Cookies advocating for cage-free egg sourcing. Also participated in letter-writing events urging executives to adopt ethical practices.
- BalancedminorPublic health nonprofit that helped Livia address USDA criteria and cost considerations for plant-based school meals, exploring inclusive meals that would save the school district money.
- Animal Rights Initiative (ARI)coreFellow Kacey Fifield served as primary legislative correspondent for ARI's North Carolina campaign to ban octopus farming. Spearheaded by ARI, this legislative campaign aims to preemptively outlaw octopus aquaculture in the state.
- Farm AidminorNew Roots Institute participated in Farm Aid 2025's 40th anniversary celebration in Minneapolis. Staff and fellows connected with farmers, advocates, and rural community members to strengthen ties between animal protection advocates and independent farmers. Joined outreach efforts for Farmer Fly-In and Rally against EATS Act.
- Plant Based TreatyminorNew Roots alumni involved in organizing LA Climate Week Food Day in partnership with Plant Based Treaty and City of West Hollywood. Alum Sarahjeet Dosanjh supported the city's Veganuary 2025 proclamation.
- Collidescope FoundationminorFoundation that provides funding to youth activists. Referenced as an example of organizations that can serve as initiative funders for youth-led movements.
- NYC Mayor's Office of Food PolicycoreNew Roots Institute was selected as an official food education service provider for NYC schools. Featured in the city's Food Education Roadmap published by the Mayor's Office in collaboration with NYC Public Schools.
Scale indicators9 records
Recent moves7 records
Expansion highlights5 records
New Roots Institute competitors and assessment
Company assessmentBroad incumbents
- PETA (People for the Ethical Treatment of Animals): The largest and most well-funded animal rights organization, with a broad advocacy portfolio including anti-factory-farming campaigns. Comparable in overall mission but operates as a broad incumbent with much larger scale, wider scope, and more confrontational public tactics than the youth-empowerment niche New Roots occupies.
- ASPCA: One of the largest and most established animal welfare organizations in the US, with a broad portfolio spanning companion animal rescue, humane law enforcement, and anti-cruelty advocacy. Comparable as an incumbent animal welfare organization, though its primary focus on companion animals differs from New Roots' factory-farming-specific mission.
Direct peers
- Animal Equality: An international animal protection organization that conducts investigations, corporate campaigns, and grassroots advocacy to end factory farming. Comparable in mission, advocacy focus, and educational programming targeting institutional food policy change.
- The Humane League: A large animal protection nonprofit focused on ending factory farming through corporate campaigns, legislative work, and grassroots organizing. Directly comparable as a peer in the anti-factory-farming advocacy space, with overlapping campaign strategies (cage-free egg advocacy) and similar mission alignment.
- Farm Sanctuary: A nonprofit farm animal protection organization combining rescue operations, advocacy, and education to end factory farming. Comparable mission alignment and overlapping engagement with plant-based food systems advocacy, though with a more direct animal-rescue operational component.
- Compassion in World Farming: An international farm animal welfare organization focused on ending factory farming through policy advocacy and corporate engagement. Comparable in international scope, mission focus, and emphasis on institutional food policy reform—though primarily operating in Europe.
- Mercy For Animals: An international nonprofit working to end factory farming through corporate outreach, investigation, and education. Closely comparable in mission, advocacy tactics, and target institutional partners (food companies and universities), making it a direct peer in the animal advocacy nonprofit space.
Others
- Animal Charity Evaluators: An evaluator and recommended-charity program that assesses animal advocacy nonprofits—including New Roots, which was named a 2024 Recommended Charity. Comparable as an ecosystem participant that influences donor allocation in the animal advocacy space and validates peer organizational effectiveness.
Emerging players
- Educated Choices Program (ECP): A free, science-based food-choice educational presentation provider that New Roots strategically partners with for classroom delivery. Comparable as a food-systems education provider, with direct strategic overlap and a 'We to Them' referral relationship for classroom resources.
- Food Empowerment Project: A food justice and animal rights nonprofit focused on promoting vegan food choices and addressing food access inequities. Comparable in the intersection of food systems education and animal advocacy, though with a narrower geographic focus and distinct justice-centered framing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
New Roots Institute social profiles
Digital presenceNew Roots Institute compliance and trust
Trust signalCompliance4 records
New Roots Institute financial estimates
Financial estimateRevenue estimate
Valuation estimate
New Roots Institute leadership team
Management profileNumber of profiles
Profiles8 records
New Roots Institute funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New Roots Institute 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 New Roots Institute
What does New Roots Institute do?
New Roots Institute runs the Summer Leadership Academy and the Academic Year Fellowship, two no-cost leadership programs that train high school and college students to design and execute community-based campaigns against factory farming. The organization complements its programs with a 1,000+ educational slide library and standards-aligned classroom resources (delivered via partner Educated Choices Program), equipping fellows to advocate for institutional food-policy change on their campuses.
Is New Roots Institute a public or private company?
New Roots Institute is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was New Roots Institute founded?
New Roots Institute was founded in 2010. It employs 11 to 50 people.
Where is New Roots Institute based?
New Roots Institute is headquartered in Los Angeles, United States, in the North America region.
How does New Roots Institute make money?
One revenue line is on record: donations and Charitable Contributions.
Who are New Roots Institute's main competitors?
Broad incumbents on record are PETA (People for the Ethical Treatment of Animals) and ASPCA. Direct peers are Animal Equality, The Humane League, Farm Sanctuary, Compassion in World Farming and Mercy For Animals. Animal Charity Evaluators is listed as an others. Emerging players are Educated Choices Program (ECP) and Food Empowerment Project.
Does New Roots Institute have an API?
No public API is recorded for New Roots Institute.
What industry is New Roots Institute in?
New Roots Institute's product category is Nonprofit Youth Advocacy Education. Its primary akta.pro industry code is BPAGAGAI, Sustainable Agriculture & Food Systems, with a secondary code of BPAGADAB, K–12 Support & School Improvement Nonprofits. Its NAICS code is 611 and its SIC code is 8200.