Think of us as matchmakers for the food world, connecting farmers, retailers, and communities to create meaningful, achievable initiatives that boost demand for foods that are good for both people and the planet.

Together we can build a future where food is valued as a social good, where human health, ecological health, and community well-being are the ultimate ends. Food is delicious and nutritious because it comes from healthy soil, and every community supports a flourishing network of producers who nourish people’s bodies, communities, and the Earth.

This isn’t simply a nice vision, it’s a necessary one. Guided by behavioural science and grounded in joy, taste, and experience, we’re building a groundswell of demand for a delicious, sustainable future.