People For Better Food

I’m excited to share that Matt Scott 🤩, the Director of Storytelling + Engagement at Project Drawdown, has joined People For Better Food’s Board of Directors, alongside Max Elder and me. Outside of being a smart, kind person who is passionate about our communications work to shift food culture toward plant-rich diets, Matt brings to us his storytelling expertise and experience working in the climate community, whom we have so much more opportunity to learn from and collaborate with given the major overlap between our food system and the climate crisis. I am particularly impressed by Matt’s work as founding director of Drawdown Stories where he has shined a light on messengers on the front lines of climate change and amplified their compelling stories, helping to shift hearts and minds about climate issues and those they’re impacting most. Prior to Project Drawdown, Matt was the global community lead and storyteller of NASA's International Space Apps Challenge, the world's largest global problem-solving hackathon engaging people in over 150 countries. While building Space Apps, he collaborated with the Australian Government, Pivotal Ventures by Melinda Gates, USAID, the United Nations, Nike, Walmart, and the Obama White House. Matt is also the creator of Let’s Care, where he’s interviewed 100+ changemakers and created the film 20s & Change: San Francisco, recognized at three film festivals to-date. 🎉 And for those of you who don’t already know Max Elder 🤩, he’s one of my favorite people. When you get to know him, he’ll more than likely be one of yours too. He is the Managing Director of Food System Innovations, a philanthropic impact platform focused on accelerating the sustainable protein transition.  Before FSI, Max was the founder and CEO of Nowadays, a plant-based meat company, where he raised $10M from global VCs, patented novel extrusion tech, and launched an omni-channel brand with a retail debut at Whole Foods Market. I was lucky enough to be on this Nowadays journey with Max as employee 1 and got to see his strategy and leadership capabilities in action. Before Nowadays, Max was a Research Director at the Institute for the Future (IFTF), where he co-led IFTF's Food Futures Lab. He’s also a multidisciplinary researcher, published author, keynote speaker, and trusted advisor to individuals and organizations across the global food system, including the Bill & Melinda Gates Foundation, Barilla, Campbell’s, Hershey, Google, Dairy Management Inc., The ClimateWorks Foundation, Nestle, and more. Max also sits on the advisory boards of FoodShot Global and Food Systems for the Future, the Steering Committee for the E TIPU 2025 Agrifood Summit, and the Food Innovators Network at the World Economic Forum. I feel so fortunate to be teamed up with these amazing humans as we build People for Better Food, using cultural marketing and storytelling techniques to shift our food culture for good! 💪🌱

People For Better Food will be speaking at #ClimateWeekNYC! If you're in the NYC area on September 24, we'd love to see you there at #FoodDay. This event is hosted by Tilt Collective (formerly Plantworks (working title), Children's Investment Fund Foundation (CIFF), and Bezos Earth Fund. See below for the sign up link!

People For Better Food will be at the Reducetarian Summit in Dallas in October. Hope to see you there! Reducetarian Foundation #shiftingfoodculture

Our team is growing! Meet People For Better Food’s summer intern, Catherine Bravo! Catherine is a rising Senior at Harvard University studying Psychology and Economics. She joins us as our Consumer Insights Intern, combining the people-focused and analytical sides of her academic work to advance our understanding of our consumer base. Catherine is a self-described foodie and has previously explored various areas in the food space including nutrition science, food access, health foods marketing, and food recovery. After taking a class led by Sparsha Saha, PhD, Catherine was inspired to join the efforts to promote a more healthful and sustainable food system centered around plants. She is passionate about making plant-based eating feel more accessible and approachable to everyone.  We’re so excited to have Catherine on board! In other exciting news, we’re looking for more smart, passionate people to join our mission in Shifting Food Culture for Good! First, we’re on the lookout for a standout Social Media Content and Community Manager to join the team, first in a contracted role and then transitioning into a full-time position. The right fit candidate needs 5+ years of experience managing social media content and communities across all major social channels with a track record of success, have a strong understanding of brand and consumer marketing more holistically, and have a passion for our mission. If you think you could be a great fit for this role, or you know someone who could, please message us here or at [email protected].

Hi! 👋 We're People for Better Food. We’re a new non-profit cultural marketing organization here to inspire Americans of all kinds to rethink their relationship with meat. The reasons to reduce our meat consumption are everywhere -- it's having a negative impact on our health, our planet, and animals. Yet consumption continues to rise. This isn't just because meat tastes good, or it’s priced right. It’s also because meat is deep seated in our culture and has become part of who we are, even if some of these cultural beliefs are actually grounded in myths. PBF is developing consumer marketing campaigns that connect with Americans where they are at, through stories and storytellers with which they deeply identify. By becoming part of the cultural conversation, we can reframe emotional barriers and flip the script on deep-seated ‘meat myths’ that keep most Americans from reducing or eliminating their consumption.  Over time, we can unlock a world where plant-rich diets are seen as the obvious better choice. What comes next? We’re currently in fundraising mode. We aim to launch our campaigns very soon – stay tuned! We hope you join us on our mission to Shift Food Culture for Good! Become part of the conversation by following us here or say hi at [email protected].