Better Eating International Incorporated

Washington, DC   |  https://bettereating.org

Mission

Better Eating International is building a more just food system by providing educational resources to individuals of all backgrounds and empowering them to explore a diet without animal products.

Ruling year info

2017

Managing Director

Michelle Rojas

Strategic Director

Michael Webermann

Main address

3321 Georgia Ave NW, Unit 43885

Washington, DC 20010 USA

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EIN

81-4124366

NTEE code info

Alliance/Advocacy Organizations (D01)

IRS filing requirement

This organization is required to file an IRS Form 990 or 990-EZ.

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Communication

Blog

Programs and results

What we aim to solve

SOURCE: Self-reported by organization

Better Eating seeks to create a world in which animals are no longer bred, raised, or killed for food. We recognize that animals experience pain and pleasure, fear and joy -- and that using them as food sources causes them inherent, unnecessary harm. Additionally, providing a growing population of humans with animal protein results in large-scale greenhouse gas emissions, land and water depletion, antibiotic overuse, and egregious animal abuse as standard practice.

Our programs

SOURCE: Self-reported by organization

What are the organization's current programs, how do they measure success, and who do the programs serve?

Online Video Advertising

We develop a stockpile of 30-second animated advertisements that cover the various why’s and how’s of veganism. We produce a video on every important topic along with variations that subtly appeal to different audience segments.

This serial narrative is delivered to viewers through “sequential advertising” that follows viewers between different apps and websites as they view online video.

Population(s) Served

Where we work

Our results

SOURCE: Self-reported by organization

How does this organization measure their results? It's a hard question but an important one.

Number of unique viewers

This metric is no longer tracked.
Totals By Year
Related Program

Online Video Advertising

Context Notes

45,000 unique viewers have watched 5 or more videos in our series.

Completed Views

This metric is no longer tracked.
Totals By Year
Related Program

Online Video Advertising

Context Notes

Viewers have the option of skipping each advertisement after 5 seconds. The number of completed views represents the number of viewers who did NOT skip the ad.

Goals & Strategy

SOURCE: Self-reported by organization

Learn about the organization's key goals, strategies, capabilities, and progress.

Charting impact

Four powerful questions that require reflection about what really matters - results.

Better Eating International is a nonprofit marketing startup aimed at building a generation of young people who are passionate about animal issues and who take meaningful, long-lasting steps towards vegan eating. Better Eating is shaking up nonprofit advocacy and cause-based marketing by tapping into the potential of digital advertising technologies and culturally-responsive communication in ways the animal rights movement has never seen.

The flagship program of Better Eating is the creation and online dissemination of hundreds of 30-second digital videos that cover the various why's and how's of veganism. For each important topic, there will be variations that subtly appeal to different segments of the population. When watched sequentially, these videos persuasively convey a powerful vegan message, with consideration towards age, gender, income, race, location, culture and other characteristics. Videos in Spanish will go beyond mere translations, with unique attention paid to developing content that considers the cultural differences and needs of the various Spanish-speaking populations, first in the United States and then expanding to other countries.

Better Eating International's in-house team includes creative experts in video animation, audio engineering and graphic design. Leadership staff contribute their expertise in nonprofit management, program management, marketing, market research and community engagement.

We launched our first video sequence in the summer of 2018. Customized for current vegetarians, these videos address:
- Abusive practices in animal agriculture
- Trying new vegan products, i.e. ice cream, hot dogs.
- Fishing cruelty
- Dairy replacements for different purposes and tastes
- Egg industry cruelty
- Egg replacements for different purposes
You can watch the vegetarian sequence at BetterEating.com.

We’re now working on new videos that capitalize on a foundational market segmentation study we commissioned in 2018. The study surveyed 6,000 urban and suburban 18-34 year olds. Based on this research, we identified and characterized the habits, tastes and beliefs of multiple audience segments. Taking this information into account, we will develop new content customized for various audiences. Our content will be infused with ethical arguments that connect seemingly disparate issues, such as racial justice, environmental health, labor practices, and gender issues.

Financials

Better Eating International Incorporated
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Operations

The people, governance practices, and partners that make the organization tick.

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Connect with nonprofit leaders

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  • Analyze a variety of pre-calculated financial metrics
  • Access beautifully interactive analysis and comparison tools
  • Compare nonprofit financials to similar organizations

Want to see how you can enhance your nonprofit research and unlock more insights? Learn More about GuideStar Pro.

Better Eating International Incorporated

Board of directors
as of 11/20/2018
SOURCE: Self-reported by organization
Board chair

Ndem Nkem

Jen Riley

Karen Hixson

Mauro Rosales

Aryenish Byrdie

Encompass Movement

Board leadership practices

SOURCE: Self-reported by organization

GuideStar worked with BoardSource, the national leader in nonprofit board leadership and governance, to create this section.

  • Board orientation and education
    Does the board conduct a formal orientation for new board members and require all board members to sign a written agreement regarding their roles, responsibilities, and expectations? Yes
  • CEO oversight
    Has the board conducted a formal, written assessment of the chief executive within the past year ? Yes
  • Ethics and transparency
    Have the board and senior staff reviewed the conflict-of-interest policy and completed and signed disclosure statements in the past year? Yes
  • Board composition
    Does the board ensure an inclusive board member recruitment process that results in diversity of thought and leadership? Yes
  • Board performance
    Has the board conducted a formal, written self-assessment of its performance within the past three years? No