Fellows Ruti Pfeffer, Raizzi Stein, Christopher Isu, Angela Catalano, Alka Lončar, and Matilde Fameli, have partnered with local restaurants to introduce two plant-based dishes on menus for one month.
Starting in spring 2025, six New Roots Institute fellows are reshaping the global dining landscape by bringing sustainable food options to cities across the world.
These student leaders are directing the Eat for Impact Initiative, a collaborative campaign with Planted Society, designed to make climate-conscious eating accessible and appealing to diners everywhere. As part of the project, fellows Ruti Pfeffer, Raizzi Stein, Christopher Isu, Angela Catalano, Alka Lončar, and Matilde Fameli, have partnered with local restaurants to introduce two plant-based dishes on menus for one month.
After months of researching and connecting with restaurant staff, collaborating with local climate organizations, and obtaining endorsements from community leaders to support their work, the fellows are ready to launch their campaigns this month and in June. They have secured commitments from over 15 restaurants in Abuja, Nigeria; Bretagne, France; Rotterdam, The Netherlands; and Morristown, New Jersey, USA.
U.S. Congresswoman for the State of New Jersey, Mikie Sherrill, is an enthusiastic endorser of the project.“The Eat for Impact initiative offers us all a great chance to celebrate our planet while doing our part to fight climate change and support our local community,” she says.
Becca Rogers, Manager of Leadership Development with New Roots Institute, has mentored fellows during each stage of their advocacy projects. She is particularly energized by the determination students have shown in their community engagement efforts. She shares, “Reaching out to leaders with bold asks—such as endorsing a campaign—takes courage, and we’re incredibly proud of how far these fellows have come in developing the confidence to initiate these high-impact conversations. Adding plant-friendly specials to restaurant menus is an important step toward structural change to drive a more sustainable food system.”
At the end of the month-long pilot program, participating restaurants will receive a report highlighting the environmental impact of their new menu offerings. In past initiatives, Planted Society has helped restaurants save 70,000 pounds of greenhouse gas emissions and 1 million gallons of water, demonstrating the powerful environmental impact of plant-based eating.
We recently spoke with Raizzi Stein, a New Roots Institute fellow who launched Eat for Impact in Morristown, New Jersey, about her experience leading this initiative.
What key steps did you take to get restaurants on board with Eat for Impact?
“I spent about 2 weeks researching all 150+ restaurants in the Morristown area. I added them all to one spreadsheet with their menus, current vegan options, cuisines, price points, the experiences of the owners/chefs, and the likelihood of them agreeing to participate. I spent quite a lot of time cold calling, emailing, and visiting the restaurants in person. I actually quite enjoyed this process and have made friends with a few of the owners. It was much easier getting restaurants to agree to join when there was genuine human connection. After getting the restaurants on board, I’ve also had to remain in consistent contact to help them create their menus, answer questions, and receive all of the necessary information [for the campaign].”
What inspired you to make this change?
“This past December, I hosted the NYC Vegan Holiday Soirée, bringing the community together and raising $2,000 for the Coalition for Healthy School Food. That night reinforced something I already knew: that food has the power to create meaningful connections and real change.
I’ve lived in Morristown my whole life, and I love this community. Traveling and eating at incredible restaurants across the country, especially in places like New York, made me realize how much more we could be doing here. I wanted to bring that energy to my hometown by making plant-based food more accessible, supporting local businesses, and giving people the opportunity to make choices that are better for the planet. That’s exactly what Eat for Impact is about. I can’t wait to see Morristown come together to take action, one meal at a time.”
How did it feel to collaborate with New Roots institute to achieve this win?
“Collaborating with New Roots Institute has been an incredible experience. It’s so motivating to know that there are people around the world who are just as passionate about this work, running their own campaigns, and pushing for change in their own communities. It makes you feel like you’re part of something so much bigger—and that support helps you keep going, even when things get tough.
The seminars and electives have been nice little motivation boosts along the way, but what really made the difference for me was the Leadership Academy. My confidence has soared because of the skills I learned there, and I don’t think I would have been able to take the lead on something like Eat for Impact without that foundation. For years, I knew I wanted to do something about factory farming and work with plant-based food, I just didn’t know what. I wanted to work locally, make an impact, and connect with people who understood why this issue mattered. New Roots helped me find my place in the movement, and I’m so proud to be part of a program that empowers others to do the same.”
What advice do you have for future advocates working on a campaign like yours?
“Lean on the people who have done this before. Reach out to others who have run similar campaigns and learn from their experiences—it’ll save you so much time and effort. Support your supporters, too. Show up for their events, amplify their work, and build genuine relationships. This work is all about community.
In-person connections are everything. Visiting restaurants in person changed everything for me. Go to as many networking events as possible because you never know who you’ll meet, and don’t be afraid to be persistent—you will have to follow up multiple times. If someone says no, don’t take it personally and move on.
Also, be realistic about your capacity. It’s exciting to get a lot of restaurants and organizations on board, but these are real relationships that need daily attention. Start early, stay organized, and ask for help when you need it—but be intentional about what you ask for. And if you have a campaign advisor, keep them in the loop. I meet with mine multiple times a week and text daily because clear, honest communication is key to keeping everything running smoothly. This work takes time, but if you put in the effort, the impact is worth it.”
What does this win mean for the larger movement to end factory farming?
“Every plant-based meal eaten is one less meal supporting factory farming. A campaign like Eat for Impact isn’t just about adding new menu items—it’s about shifting demand, normalizing plant-based options, and proving to restaurants that people want more sustainable choices. When restaurants see that these dishes are popular, they’re more likely to keep them on the menu, making plant-based eating more accessible long after the campaign ends.
Beyond that, this initiative sparks curiosity. When someone tries a plant-based dish they love, it opens the door to deeper conversations about sustainability, food systems, and where their meals come from. That curiosity can lead people to do their own research, which is often where they begin learning about the realities of factory farming.
Wins like this also inspire momentum. Seeing one city successfully run a campaign like this makes it easier for others to follow. The more we make plant-based eating mainstream, the harder it becomes for factory farming to justify its existence. Change starts with awareness, and awareness starts with action. This is one step closer to a future where factory farming is no longer the norm.”
