Menus of Change University Research Collaborative

What Menus of Change University Research Collaborative does

The Menus of Change University Research Collaborative (MCURC) is a non-profit research collaborative co-founded in 2014 by The Culinary Institute of America and Stanford University (through Stanford Residential & Dining Enterprises and the Stanford Prevention Research Center). It operates as a global network of over 600 individuals from 85+ colleges and universities, collectively serving approximately 4 million meals per day, using campus dining halls as living laboratories to advance the Menus of Change Principles of Healthy, Sustainable Menus. Its work centers on plant-forward diet promotion, food waste reduction, and food literacy, executed through applied research, educational resource development, and operational innovation with university dining programs.

MCURC's core deliverables are organized as a portfolio of programs and resources rather than a software product: academic research publications, operational toolkits, the Repurpose with a Purpose Recipe Collection, dining hall collaboration case studies, the Student Fellows Program, the Collective Impact Initiative (which has tracked over 400 million pounds of protein purchases since 2019 and reports an 18.5% decrease in food-related GHG emissions per kilogram through 2024), an annual conference (most recently hosted at Vanderbilt University in 2025), and a sponsorship program. It collaborates with technology vendors (Galley Solutions, Leanpath, Topanga, Okanagan Specialty Fruits), research organizations (WRI's Coolfood, ReFED, EAT, Datassential, BITE, ProVeg, Technomic, Fundació Alícia), and network partners (AASHE, TUCO, Teaching Kitchen Collaborative).

The business model rests on two revenue streams: recurring membership fees from colleges, universities, and corporate members (including Aramark and Compass Group), and sponsorship contributions from foundations and companies aligned with Menus of Change Principles (Barilla as Founding Member, plus Google Food, Nestlé Professional Solutions, Oatly, Impossible Foods, illycaffè, UPSIDE Foods, and others). The organization is jointly led by Co-Director Sophie Egan (R&DE Stanford Food Institute) and Co-Director Abby Fammartino (CIA), with a small core staff (1–10 employees) operating globally across North America, Europe, and Asia with its first Latin American member added in 2025.

Name

Menus of Change University Research Collaborative

Legal name

Menus of Change University Research Collaborative

Website

https://moccollaborative.org

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

MCURC is a non-profit research collaborative of 85+ colleges and universities, jointly led by The Culinary Institute of America and Stanford University, that uses campus dining halls as living laboratories to advance plant-forward, sustainable food choices. It operates through membership, sponsorship, research publications, and the Collective Impact Initiative.

Ownership category

akta.pro rank

Product category

Foodservice Research and Sustainability

NAICS

Food Service Contractors (72231)

akta.pro primary industry

Residential Dining & Meal Plan Coordination (In-Hall/Adjacent) (EDAEAFAK)

akta.pro secondary industry

Institutional Foodservice Distribution (Education, Healthcare, Government) (CRAOABAM)

Keywords

• Sustainable dining research
• Campus food systems
• Plant-forward nutrition
• Food waste reduction
• Menu research collaborative

Headquarters

HQ city

Stanford

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Sponsorship Revenue: MCURC is made possible by the generous support from sponsors, including foundations, associations, and companies that participate in supporting the Collaborative. Prospective sponsors are evaluated on alignment with the Menus of Change Principles of Healthy, Sustainable Menus. Sponsors gain the opportunity to participate in dialogue with university-based thinkers and innovators working toward positive change in American food and beverage, diets, and food systems.
2. Membership Contributions: MCURC is a membership-based collaborative with college and university members and corporate members (such as Aramark and Compass Group). Members include senior university administrators, dining directors, executive chefs, nutrition and sustainability managers, and academic faculty who pay membership fees to participate in the network.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

MCURC is a global research collaborative that uses college and university campus dining halls as living laboratories to study and advance healthy, sustainable food choices. It convenes academic researchers, campus dining leaders, administrators, students, and mission-aligned sponsors to conduct applied research on plant-forward promotion, food waste reduction, and food literacy, and disseminates findings through publications, toolkits, recipes, and an annual conference.

Product overview

The Menus of Change University Research Collaborative (MCURC) is a research and membership organization—not a single software product—offering a portfolio of collaborative programs and resources. The core offerings include: Academic Research Publications and Operational Research Publications and Toolkits (providing implementable research strategies); the Repurpose with a Purpose Recipe Collection (chef-developed recipes for food waste reduction); Dining Hall Collaboration Examples (case studies of campus dining partnerships); the Student Fellows Program (undergraduate/graduate research opportunities); the Collective Impact Initiative (protein portfolio data analysis); and a Sponsorship Program. These programs work together to advance the organization's mission of using campus dining halls as living laboratories for behavior change toward healthier, more sustainable food choices.

Differentiator

Problem solved

Functional benefit

Products and services

• Collective Impact Initiative Strategic initiative of data collection and impact analysis led by the R&DE Stanford Food Institute that empowers member institutions by enhancing understanding of their protein portfolios and the collective impact of combined protein purchases on food-related greenhouse gas emissions.
• Student Fellows Program Program providing undergraduate and graduate students from MCURC member institutions opportunities to gain experience conducting research that advances healthy, sustainable, delicious food choices in college and university settings. Student Fellows serve as bridges between their campus dining program, student community, faculty researchers, and other stakeholders.
• MCURC Membership Membership-based program for colleges, universities, contract companies, and corporate members (including Aramark and Compass Group) that provides access to the MCURC network, research findings, operational toolkits, conferences, and the Member Portal. Membership fees are determined through annual rolling applications.
• MCURC Sponsorship Program Sponsorship opportunity allowing foundations, associations, and companies aligned with Menus of Change Principles to participate in dialogue with university-based thinkers and innovators working toward positive change in food systems. Sponsors gain access to 1:1 meetings, conferences, and direct engagement with campus chefs, dietitians, and sustainability managers.
• Academic Research Publications Peer-reviewed academic research on plant-forward promotion, food waste reduction, and food literacy conducted using campus dining halls as living laboratories, made available through the MCURC research page.

Quantifiable outcome

• 18.5% decrease in food-related GHG emissions per kilogram of food purchased among participating institutions between 2019–2024, representing over 46% progress toward a 40% reduction target by 2030
• +6 more outcomes

Named customers17 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

34 partnerships are on record, tiered core and major.

• The Culinary Institute of AmericacoreStrategic or Co-development PartnerThe Culinary Institute of America (CIA) is a co-founder and joint leader of MCURC. Founded in 1946, the CIA is the world's premier culinary college dedicated to developing leaders in foodservice and hospitality. The CIA provides strategic direction, research collaboration, executive education, and access to its global network of over 50,000 alumni. MCURC is an extension of the Menus of Change initiative co-created by the CIA and Harvard T.H. Chan School of Public Health. The CIA hosts the MCURC corporate relations office and manages sponsorship inquiries.
• Stanford University (Stanford Residential & Dining Enterprises and Stanford Prevention Research Center)coreStrategic or Co-development PartnerStanford University (specifically R&DE and the Stanford Prevention Research Center) is a co-founder and joint leader of MCURC. Stanford R&DE provides the living laboratory infrastructure (12,000 students, 18,000 meals daily across 22 campus locations) for research and innovation. The Stanford Prevention Research Center contributes academic research expertise, including Dr. Christopher Gardner who co-created the Stanford Food Summit and serves on the 2025 U.S. Dietary Guidelines Advisory Committee. The R&DE Stanford Food Institute leads the Collective Impact Initiative by collecting, analyzing, and communicating findings annually.
• Barilla (Founding Member)coreStrategic or Co-development PartnerBarilla serves as a Founding Member sponsor of MCURC. The company has found alignment with its values and goals in the college & university dining segment. Partnerships have led to on-campus activations to educate and inspire teams and students about healthy and sustainable eating, and educational programs focused on the Mediterranean diet. Barilla is the leading pasta brand in the U.S. and provides marketing support, culinary training, and plant-based innovation initiatives to MCURC members.
• Google FoodcoreStrategic or Co-development PartnerGoogle Food is an ex officio member of MCURC and a research collaborator. Google Food fuels over 150,000 people daily across 399 cafes serving 275,000 meals in 57 countries. Over the past several years, in collaboration with the CIA, the Google Food team conducted pilots to operationalize the Menus of Change Principles across its dining program. Key focus areas include globally inspired plant-forward menu concepts, right-size portions, and designing operations to nudge users toward healthier options.
• Galley Solutions (Research Innovation Affiliate)coreTechnology or IntegrationGalley Solutions is a Culinary Resource Planning (CRP) platform and a Research Innovation Affiliate of MCURC. The company helps foodservice teams design, plan, and execute menus that align with Menus of Change Principles. Through collaboration with MCURC members, Galley aims to continue innovating practical solutions that make healthier, more sustainable dining achievable and scalable. Galley provides technology for recipe management, nutrition analysis, and production planning.
• Leanpath (Research Innovation Affiliate)coreTechnology or IntegrationLeanpath is a Research Innovation Affiliate of MCURC and a certified B-Corporation focused on food waste prevention and measurement. Operating in more than 4,000 sites across 50 countries, Leanpath has prevented more than 150 million pounds of food waste. The company is a long-time supporter of MCURC through its Leanpath 12.3 Initiative, engaging in research-focused partnerships involving donations of hardware, data, and expertise to mission-aligned non-profit organizations.
• ReFEDcoreStrategic or Co-development PartnerReFED is a Research Collaborator of MCURC. The partnership focused on the Repurpose with a Purpose project, where ReFED collaborated with executive chefs from the University of North Texas and Stanford R&DE to explore the triple-bottom-line impact of repurposing in campus dining operations. ReFED also partnered with MCURC on the CUSTOMISE project with Georgetown University, investigating food waste through plate-level measurement and menu analysis.
• World Resources Institute (Coolfood)coreStrategic or Co-development PartnerWRI's Coolfood initiative and MCURC share a commitment to helping colleges and universities reduce food-related emissions in line with climate targets. The partnership began in 2016-2018 with pilot testing of food purchase data collection and prototype emissions calculator. MCURC established the Collective Impact Initiative as a permanent workstream based on this partnership. WRI launched the Coolfood Pledge in 2019, and both organizations set a collective target to reduce food-related emissions by 25% by 2030 (later extended to 40% by MCURC).
• DatassentialcoreStrategic or Co-development PartnerDatassential is a Research Collaborator of MCURC. Together with BITE and the CIA, MCURC partnered with Datassential to produce the annual Plant-Forward Opportunity Reports (2024, 2025, 2026), which explore how consumers perceive, prioritize, and incorporate both plant-based and animal-based proteins into their diets.
• BITE (Building Impact Through Eaters)coreStrategic or Co-development PartnerBITE is a Research Collaborator of MCURC. Executive Director Eve Turow-Paul has been featured in Food & Wine discussing how consumers are embracing whole plant foods while moving away from rigid dietary labels. BITE collaborated on the 2025 and 2026 Plant-Forward Opportunity Reports with Datassential, CIA, and MCURC.
• Aramark Collegiate HospitalitymajorChannel Partner/ Reseller/ DistributorAramark Collegiate Hospitality is a Corporate Member of MCURC, serving as a premier provider for hospitality ecosystems in higher education with a presence in more than 275 colleges and universities. The company uses data-driven consumer insights to curate dining experiences meeting the unique needs of each campus.
• Compass GroupmajorChannel Partner/ Reseller/ DistributorCompass Group is a Corporate Member of MCURC and is redefining the food and facility services landscape with innovation and passion. Ranked No. 1 by industry peers on Fortune's 2025 list of World's Most Admired Companies and among the Top 50 Companies Changing the World according to Fortune.
• Nestlé Professional SolutionsmajorStrategic or Co-development PartnerNestlé Professional Solutions is a 2026 sponsor of MCURC. As part of the world's largest food and beverage company, Nestlé supports MCURC as part of advancing its mission of sustainability. MCURC 2025 featured a GLOCAL approach where Nestlé, UC Berkeley, and local farmers collaborated, integrating global strategies with local engagement.
• OatlymajorStrategic or Co-development PartnerOatly is a 2026 sponsor of MCURC. The company is the world's original and largest oatmilk company, on a mission to make it easy for people to eat better without recklessly taxing the planet's resources. Oatly's products emit fewer greenhouse gas emissions than cow's milk and support plant-based food system transformation.
• Impossible FoodsmajorStrategic or Co-development PartnerImpossible Foods is a Research Collaborator of MCURC. The company is on a mission to positively impact people and the planet by making delicious, nutritious meat from plants with a fraction of the environmental footprint. Products are served in more than 45,000 food service locations across the U.S.
• illycaffèmajorStrategic or Co-development Partnerillycaffè is a 2026 sponsor of MCURC. In April 2021, illycaffè earned B-Corp certification for meeting the highest standards for social and environmental performance. The company works directly with Arabica growers, transfers knowledge through its University of Coffee, and aims to neutralize direct emissions by 2033.
• J.R. Simplot CompanymajorStrategic or Co-development PartnerJ.R. Simplot Company is a 2026 sponsor of MCURC and a global food and agribusiness leader. Simplot invests in plant-based and blended menu options, regenerative farming initiatives, precision agriculture, and culinary and behavioral research. The company supports academic partnerships, student engagement, and research initiatives examining the intersection of food, health, sustainability, and behavior change.
• 50CUTmajorStrategic or Co-development Partner50CUT is a 2026 sponsor of MCURC. The ingredient is crafted from roasted mushrooms and mushroom roots (mycelium) and blends with ground meat to deliver enhanced flavor, increased nutritional value, and a reduced carbon footprint. The company was developed by chefs passionate about elevating classic comfort foods.
• National Peanut BoardmajorStrategic or Co-development PartnerThe National Peanut Board is a sponsor of MCURC. The organization represents over 7,000 peanut farming families in the U.S. dedicated to improving economic conditions through research and promotion. Peanuts are a naturally sustainable crop requiring only 3.2 gallons of water per ounce, making them water-conserving compared to other nuts.
• Lentils.org (Saskatchewan Pulse Growers)majorStrategic or Co-development PartnerLentils.org is a sponsor of MCURC. The organization works to increase awareness and consumption of lentils in North America. Lentils are high in protein and fiber, use less fertilizer, improve soil health, have a low carbon footprint, and are resilient in the face of climate change. The organization focuses on foodservice and the C&U space for menu innovation.
• U.S. Tart Cherry Industry / National Cherry ProgrammajorStrategic or Co-development PartnerThe U.S. Tart Cherry Industry is a 2026 sponsor of MCURC. Nearly all Montmorency tart cherries are grown on family farms in the U.S. The organization supports plant-forward culinary innovation and menus rich in fruits, with research exploring tart cherries' potential in inflammation, sleep, and exercise recovery.
• Okanagan Specialty Fruits (Arctic Apples)majorStrategic or Co-development PartnerOkanagan Specialty Fruits (OSF), creator of Arctic apples—the world's first nonbrowning apples—is a Research Innovation Affiliate of MCURC. OSF addresses food waste by keeping apples fresher longer and encouraging greater apple consumption in homes, schools, and foodservice.
• TopangacoreTechnology or IntegrationTopanga is a Research Innovation Affiliate of MCURC. The company is an enterprise foodservice technology company focused on preventing food and packaging waste, providing visibility and integrating into existing kitchen workflows to help culinary teams waste less and save more.
• UPSIDE FoodsmajorStrategic or Co-development PartnerUPSIDE Foods is a 2026 sponsor of MCURC. The company is on a mission to change the way meat is produced so there is always enough to go around. Their cultivated meat is made with an FDA-approved process starting with cells from a heritage breed chicken.
• International Fresh Produce Association (IFPA)majorStrategic or Co-development PartnerIFPA is a Research Collaborator of MCURC. It is the largest and most diverse international association serving the entire fresh produce and floral supply chain, and the only to seamlessly integrate world-facing advocacy and industry-facing support.
• Association for the Advancement of Sustainability in Higher Education (AASHE)majorStrategic or Co-development PartnerAASHE is a Network Partner of MCURC. The association promotes sustainability in higher education through resources, conferences, and the Sustainability Tracking, Assessment & Rating System (STARS).
• The Teaching Kitchen CollaborativemajorStrategic or Co-development PartnerThe Teaching Kitchen Collaborative is a Network Partner of MCURC. The organization supports the development and spread of teaching kitchens across various sectors to advance health, sustainability, and culinary literacy.
• The Sustainable Restaurant AssociationmajorStrategic or Co-development PartnerThe Sustainable Restaurant Association is a Network Partner of MCURC. The organization promotes sustainability in the restaurant sector and aligns with MCURC's mission of advancing healthy, sustainable food choices.
• The University Caterers Organisation (TUCO)majorChannel Partner/ Reseller/ DistributorTUCO is a Network Partner of MCURC. It is an organization of university caterers that supports sustainable food procurement and practices in higher education dining.
• Fundació AlíciacoreStrategic or Co-development PartnerFundació Alícia is a Research Collaborator of MCURC. The foundation focuses on food research and innovation, contributing expertise to MCURC's research pipeline on sustainable and healthy food choices.
• ProVegcoreStrategic or Co-development PartnerProVeg is a Research Collaborator of MCURC. The organization promotes plant-based diets and supports the transition to a food system that serves both people and the planet.
• Greener By DefaultcoreStrategic or Co-development PartnerGreener By Default is a Research Collaborator of MCURC. The organization focuses on behavior change strategies to make sustainable food choices the default option in foodservice settings.
• TechnomiccoreStrategic or Co-development PartnerTechnomic is a Research Collaborator of MCURC. The firm provides foodservice industry research and consulting, contributing market intelligence to the Collaborative's research initiatives.
• EATcoreStrategic or Co-development PartnerEAT is a Research Collaborator of MCURC. EAT is a global non-profit founded by the Stockholm Resilience Centre and the Wellcome Trust, focused on transforming food systems through science, business, and policy.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ReFED: A nonprofit focused on reducing U.S. food waste. ReFED is a documented research collaborator of MCURC (Repurpose with a Purpose and CUSTOMISE projects) and operates in the same food-system-research space with overlapping university and foodservice stakeholder audiences.
• ProVeg International: A documented MCURC research collaborator and a global food-sector NGO working to accelerate the transition to plant-based diets. ProVeg overlaps with MCURC in university engagement and plant-forward advocacy in foodservice.
• NACUFS (National Association of College & University Food Services): The primary U.S. trade association for college and university food service operators. NACUFS serves the same institutional dining audience as MCURC, runs annual awards (in which MCURC members frequently win), and represents the closest direct peer in mission and member base.
• AASHE (Association for the Advancement of Sustainability in Higher Education): A network partner of MCURC that promotes sustainability across higher education through resources, conferences, and the STARS rating system. AASHE serves the same university sustainability stakeholder base as MCURC, with broader scope (campus operations beyond dining).
• World Resources Institute (Coolfood Pledge): WRI's Coolfood initiative partnered with MCURC starting in 2016-2018 to pilot food purchase data collection and emissions tracking. They jointly set a 25% (later 40%) food-related emissions reduction target by 2030 and share overlapping missions and member institutions.
• Menus of Change (CIA + Harvard T.H. Chan School of Public Health): MCURC's predecessor initiative co-created by the Culinary Institute of America and Harvard T.H. Chan School of Public Health. They share the same Menus of Change Principles and a jointly-developed research/practitioner agenda on healthy, sustainable menus.
• EAT Foundation: A global non-profit (founded by the Stockholm Resilience Centre and Wellcome Trust) transforming food systems through science, business, and policy. EAT is a documented MCURC research collaborator and co-developer of the EAT-Lancet Planetary Health Diet framework referenced in MCURC research.

Emerging players

• Greener By Default: A behavior-change nonprofit working to make sustainable food the default in foodservice settings. It is a documented MCURC research collaborator and operates adjacent, complementary interventions (default nudges) on similar institutional dining audiences.
• Leanpath: A Research Innovation Affiliate of MCURC and a B-Corporation providing food-waste prevention hardware and analytics to 4,000+ foodservice sites globally. Leanpath partners with MCURC on food-waste research initiatives (e.g., Leanpath 12.3).
• BITE (Building Impact Through Eaters): A research collaborator that co-produces the Plant-Forward Opportunity Reports with MCURC, Datassential, and CIA. BITE focuses on consumer perceptions of plant-forward food, complementing MCURC's operational research.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/moccollaborative

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Menus of Change University Research Collaborative