When it comes to grab-and-go snacks, plant-based options are often limited. New Roots Institute fellow Jessica Cohen is changing that at Cornell University.
Thanks to her tireless advocacy and strategic campaigning, plant-based bites like protein bars and sun butter cups are now available at cafes and convenience stores across campus. Jessica collaborated closely with Cornell’s Head of Retail Locations, Meng Wei Hsu, to provide sustainable snack options for all students. Her success demonstrates the power of the student-led movement New Roots Institute is building, as we empower the next generation with knowledge and training to end factory farming.
With persistence, adaptability, and care for the student body, Jessica implemented these changes despite facing challenges–and she learned valuable lessons along the way.
Continuing Momentum From A Previous Win
This victory builds on Jessica’s previous advocacy work. In 2023, she partnered with New Roots Institute fellow Lilly Smith to drop oat milk upcharges and remove dairy milk as the default option at campus cafes. Jessica knew this switch would support students who are lactose intolerant, environmentally conscious, or simply seeking better-tasting alternatives– without requiring them to pay more. After months of research and meetings, Jessica and Lilly ensured that every student could choose their milk preference. Cafes now ask customers whether they want dairy or oat milk in their coffees and do not require them to pay more for oat milk.
For Jessica, this shift wasn’t just about making one product more accessible. It was about creating a broader culture of inclusion, one where students could make ethical and health-conscious decisions without feeling excluded or burdened by extra costs. And it paid off.
“We knew that this would have some impact, but when we received the data, it was beyond what we expected,” Jessica shared. After the changes were implemented in January 2024, oat milk purchases at Cornell nearly doubled, signaling that students were eager for more inclusive options.
Encouraged by this success, Jessica kept up the pressure to expand plant-based offerings on campus. This semester, Ripple milk, a plant-based option made from peas, is being introduced across Cornell’s cafes. Starting with one location and rolling out to others, Ripple signs were advertised prominently, sparking interest and encouraging students to try it in their drinks.
Expanding Snack Options
With minimal time between classes, activities, and study sessions, students reach for satisfying foods to eat on the go or stash in backpacks. Knowing this, Jessica and Lilly shifted their focus from beverages to snacks available at the university’s retail stores. “Cornell prides itself on its innovative dining program,” Jessica explained, “and they’ve been working to replace less-nutritious snacks with healthier, more sustainable and ethical products.” This provided Jessica and Lilly with the perfect opportunity to advocate for plant-based snacks that fulfilled a growing demand for vegan options and Cornell’s commitment to sustainability.
Since Cornell University’s dining program values locally-produced foods, Jessica compiled an extensive list of plant-based brands sourced within a 200-mile radius of campus. She also identified gaps where vegan snacks were lacking, like dairy-free yogurt and breakfast options. Her efforts led to the introduction of products like Aloha protein bars, SunButter cups, and Undercover Chocolate.
“It’s not just vegan students who are benefitting from this change,” Jessica says, “It’s those who are choosing these options because they are lactose intolerant, care about the environment, or for taste preferences. No matter the reason, this makes a big difference for animals and the environment.”
Building Relationships
The search for stakeholders willing to listen and act was challenging, as Jessica and Lilly initially faced resistance when meeting with university staff. “We had a lot of ‘no’s’ and some eye rolls before we found someone who was actually open to our ideas,” Jessica recalls.
After several meetings with others, Meng Wei Hsu, the head of Cornell’s retail dining program, proved to be more receptive to inclusive food choices and was a vital partner throughout the process. When appealing to staff for expanded plant-based options, Jessica says the two most important tactics are patience and knowing when to pivot.
“Try to approach the problem from different angles.” she says. “Maybe you start by highlighting the environmental impact and if the person you’re meeting with doesn’t seem to care, try speaking to the inclusivity benefits. If one person isn’t receptive, try reaching out to someone else.” And keep following up, she advises, since it might lead to the “yes” you’ve been after.
Leaders Motivating Leaders
As a passionate advocate for animal welfare, sustainability, and inclusivity, Jessica's work is just beginning. She hopes her campaigns will inspire others to reshape food systems in their own communities, just as she was encouraged by the work of New Roots Institute fellow, Hannah Hughes. Hannah developed an oat milk default at Pomona College and recently received a grant from the school’s Dining & Sustainability Office to create a sustainable food plan this spring.
“It's cool seeing these changes coming from students at schools all over the country.” Jessica says. It might feel like a small change, but all these advocates acting together are making a much bigger change.”
