Tasting Change by A Better Future
May-August 2024, FractionalA Better Future is a business consultancy supporting plant-based companies on their growth journey. Tasting Change is one of their initiatives to educate and raise awareness around plant-based food. Apart from a few previous events, the concept existed largely in the CEO's head — it was time to make it tangible, clear, and sellable.
BACKGROUND
Develop a concept for Tasting Change that shares information about plant-based food in an engaging way, through workshops, live experiences, and more.
CHALLENGE
This was a bootstrapped project, and A Better Future was looking for partners to help develop the offering — educational programs that raise awareness, break down myths around plant-based food, and offer tastings that show it can be both healthy and tasty. The goal was to build collaborations across the plant-based community, including chefs, brands, and educators and offer corporates a team event concept.
The initiative was grounded in a clear rationale for change: 80 billion land animals are killed for food each year (over 1 trillion including marine life), plant-based diets are associated with lower cancer risk, and meat and dairy production contributes 14–18% of global greenhouse emissions — yet less than 1% of the world's population is actively vegan, with strong negative stereotypes still attached to veganism.
SOLUTIONS
I supported stakeholder management through brainstorming and project management, acting as a strategic sounding board ("bollplanka") to the CEO of A Better Future. I built the project website on Google Sites, and led brand building, copywriting, program development, and workshop planning. The project did not progress beyond concept development, but the program I built is ready to run as inquiries come in.