A Journey from UC Berkeley to Leading Plant Futures

Plant-based food is reshaping how we think about sustainability, health, and food systems, and Brittany Sartor is helping lead the way. As co-founder of Plant Futures, she has turned a student project at UC Berkeley into a thriving nonprofit active at over 80 universities. Brittany’s story is one of passion and perseverance, rooted in her experiences as a business student alongside her co-founder who studied public health. Both were surprised to find how limited the conversation about plant-based food was in their courses, despite the growing interest in alternative diets and food innovations.

The initiative began almost four years ago when Brittany, despite her dislike for public speaking, created and pitched a course on plant-based food at Berkeley called a "decal." After some initial hurdles, she connected with like-minded students and professors, and Plant Futures took shape with multidisciplinary classes that enrolled hundreds of students from various majors. The courses featured multiple formats, including a weekend symposium focusing on why plant-based systems are necessary and how to build solutions in fields like media, law, policy, and food science. Another immersive option was a challenge lab where students worked on practical projects with nonprofits and startups in the plant-based space.

Empowering Students with Applied Learning in Plant-Based Food

One of the biggest breakthroughs Brittany and her team found was the need for real-world experience in plant-based food careers. Traditional career counseling at their business school didn’t recognize this emerging field as a viable path. In response, Plant Futures created an applied learning program, offering internships and project-based opportunities to help students build networks and gain experience. This effort has expanded rapidly, with programming now available at 80 universities, supporting both nonprofit and startup organizations in the plant-based industry.

Brittany highlights the importance of fostering entrepreneurship and innovation in the food sector, especially in business schools. She recalls her own journey through accounting, consulting, and eventually embracing the startup world where founders are building exciting new products. Plant Futures addresses the gap between academic learning and actual job or entrepreneurial opportunities in the plant-based food industry.

The Evolution and Challenges of the Plant-Based Food Industry

The plant-based movement has undergone rapid change in recent years. When Brittany was a student, the industry was smaller, and many people were entrenched in traditional American diets centered around meat. She recognizes that food habits are culturally ingrained and that shifting them takes time, especially because science sometimes takes years to influence behavior. However, increased awareness about animal welfare, health, and environmental impacts has helped spark interest in plant-based alternatives.

Brittany credits venture capital investment and the rise of groundbreaking companies like Beyond Meat and Impossible Foods for accelerating the market’s growth. These investments brought innovation and mass exposure to plant-based options, making them more accessible to regular consumers. However, with fast expansion comes challenges, including market oversaturation and consolidation. Just as in any booming sector, some companies thrive while others fade out.

Pricing and Consumer Adoption of Plant-Based Foods

One of the recent challenges Brittany discusses is the impact of inflation and pricing on consumer behavior. Many plant-based products, especially newer or smaller brand items, remain more expensive than traditional meat options. This price differential makes it difficult for consumers to try these alternatives, especially if they haven’t had previous exposure or aren’t sure about the taste and preparation. Brittany also notes that restaurants often mark up plant-based menu items beyond the actual cost, creating additional barriers.

This pricing dynamic has influenced the availability of plant-based options in fast food and casual dining. While some plant-based items like the Impossible Whopper and vegan hot dogs remain popular, others have been discontinued. To increase adoption, plant-based foods need to be affordable, delicious, and integrated thoughtfully into menus rather than isolated in small separate sections.

How Plant Futures Supports Curriculum and Student Engagement

Plant Futures is not just about raising awareness; it offers hands-on education and involvement. Brittany teaches courses where students from over 50 majors participate, working on projects that tackle real challenges faced by companies in the plant-based food sector. For example, past projects have involved helping plant-based cheese producers improve their product formulas and changing public narratives around plant-based foods to counter misinformation about processing and health.

The program includes a spring semester class across University of California campuses and a more intensive fall challenge lab at UC Berkeley. Students can work with nonprofit organizations, startups, or create their own initiatives to contribute to shifting society toward more plant-centric systems. This approach empowers the next generation to take leadership roles and innovate within the plant-based food ecosystem.

Advice for Restaurants Adding Plant-Based Options

For restaurant owners curious about incorporating plant-based dishes, Brittany offers practical advice. She stresses that plant-based items should not be hidden in a tiny, separate menu section with unappealing labels. Instead, integrating these options alongside traditional offerings and using appealing descriptors improves customer uptake. Taste is the most important factor, even more than price, and many consumers are interested in reducing meat consumption for health, environmental, or ethical reasons.

Restaurants don’t have to rely solely on expensive branded products like Beyond Meat or Impossible Foods. Simple alternatives made from oats, soy protein, or other plant ingredients can create delicious crumbles or other protein substitutes that fit dishes like tacos. The key is to provide good taste and texture to appeal to a broad customer base.

Debunking Protein Myths and Cognitive Dissonance Around Plant-Based Diets

Brittany addresses one of the most persistent myths around plant-based diets, the idea that plant foods don’t provide enough protein. She explains that many plants, especially soy and pea protein, are excellent protein sources and can surpass traditional animal proteins without cholesterol or excessive saturated fat. However, deep-rooted cultural habits and survival instincts create cognitive dissonance, where people unconsciously resist information that conflicts with their food choices.

This internal conflict is often why people cling to the belief that meat is essential for health or associate plant-based foods with being overly processed and unhealthy. Misinformation, coupled with nostalgia for supposedly "better" meat options like grass-fed beef, complicates the shift. Brittany emphasizes the need to understand these psychological barriers and promote accurate science to help people make informed decisions.

Emerging Innovations and the Future of Plant-Based Food

Looking ahead, Brittany is enthusiastic about several innovations shaping the plant-based industry. She values all types of realistic meat alternatives, including mushroom-based products, which leverage fast-growing fungi with efficient, sustainable production methods. She also recognizes the potential of cell-based meats, which some consumers may prefer over plant-based options.

The process of growing mushrooms and mycelium is similar to brewing beer, making it relatively easy and scalable. With fast growth cycles of around 8 to 10 days, mushrooms represent an exciting frontier for sustainable protein and food products. Brittany’s optimism for diverse solutions reflects the need for options that meet the tastes and values of different consumers, ultimately accelerating the global shift toward plant-centric diets.

Influencers and Changemakers in the Plant-Based Movement

Among noteworthy innovators, Brittany highlights Katie Cantrell, founder of the Better Food Foundation, and the New Roots Institute, for advancing wellness and default plant-based options in institutional settings. The work of Greer by Better, who has championed efforts to make plant-based meals the default in hospitals and schools, has led to significant increases in adoption. Making plant-based choices the default preserves individual agency while encouraging healthier and more sustainable eating habits.

Brittany stresses the urgency of these efforts given the climate crisis and planetary health. Changing defaults at scale within healthcare systems, schools, and other institutions represents one of the most effective levers for systemic change.

Final Thoughts on Growing Plant Futures and the Bigger Impact

Currently, Plant Futures is focused on expanding its curriculum and programs beyond the University of California system into Mexico and Canada. Brittany’s small but dedicated team is driven by the mission to educate, inspire, and prepare students for careers that promote plant-based food systems. Through education, applied learning, and community-building, Plant Futures hopes to cultivate a new generation capable of transforming food systems for the well-being of people, animals, and the planet.

Brittany’s journey is a testament to how student-led initiatives can grow into influential forces in societal change. As more individuals become aware of the benefits and realities of plant-based food, the movement towards a more sustainable and compassionate food future will continue to gain momentum.