Good
Food

Our food system is broken—prioritizing ultra-processed products over healthy, affordable food.

This is leaving our kids sicker and our farmers with less money.
70%
of all deaths globally are linked to diet-related diseases
1 in 5
children in the US are obese

Regenerative agriculture practices are a win-win

Farmers are often locked into extractive markets that pay them less while costs rise. However, a 2022 General Mills study found farmers using regenerative practices cut fertilizer costs by $50–$100 per acre, while boosting resilience and profitability in this growing market. We envision a food system that puts health, fairness, and affordability first—making nutritious food more affordable, rewarding farmers with increased profitability for regenerative agriculture practices, and shifting consumer culture to increase demand for healthier food.

01.

Increasing Consumer Demand

Big Food spends billions of dollars every year marketing ultra-processed products to kids and families — using flashy ads, cartoon characters, and targeted digital campaigns to hook the next generation. These tactics flood grocery aisles, screens, and lunchboxes with products that are cheap to make, but costly for our health and our future. We counter with compelling, research-backed campaigns that shift demand toward healthier, regenerative options that deliver a triple bottom line for our health, economy and planet. Our work highlights the real economic and health benefits of fresh food: lower medical costs, stronger local economies, and healthier kids. And we make these benefits resonate with families where it matters most: their wallets, their kitchens, and their communities.

The Problem
Over half of calories consumed in developed nations like the US and UK come from ultra-processed foods, driving record rates of disease and death.
The Facts
Our fruits and vegetables are less nutritious now than they were
50%
decline in nutrient density in staple fruits and vegetables like apples and tomatoes over the past 50 years from soil depletion
100%
decline in metabolites — what kids’ bodies make when they are processing pesticide residues—after going organic
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1.4M
young adults, parents, teachers, and other community members in our network taking action on Good Food
8M
health-conscious moms reached by our health-focused campaigns
02.

Increasing Adoption Among Farmers

Industrial agriculture pressures farmers into extractive systems — locking them into high input costs for fertilizers, pesticides, and seed contracts that eat away at profits. These practices may deliver short-term yields, but they degrade soil, pollute waterways, and leave farmers more financially vulnerable year after year. The system is designed to benefit agribusiness giants, not the people who work the land. We counter with education, support, storytelling, and incentives that help farmers adopt regenerative practices. Our campaigns show how cover crops, reduced tillage, and diversified rotations cut input costs, build healthier soil, and protect yields over the long run. By documenting farmer success stories, we prove that these practices not only sustain the land but also improve profitability and resilience.

The Problem
The US and Europe lost more than one million farms between 2010 and 2024 as Big Food consolidation devastates family farming culture
The Facts

By incentivizing regenerative practices, we can shift power away from extractive mega-farms that are making our kids sick and toward small family farms who are responsibly stewarding the land.

Our Solutions
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300
farmers already recruited into our network who receive regular messaging and ebooks
30+
farmer story partners that highlight how family farms are diversifying their income through the energy transition

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