Good Meat Project
Challenge
The Good Meat Project (GMP) has a compelling story that wasn’t reaching the people who needed to hear it. As the first-of-its-kind nonprofit solely dedicated to connecting and supporting those working across the ethical meat industry, they needed to get in front of more ranchers, butchers, restaurants, potential donors, ethical-minded eaters, and like-minded organizations — and build the momentum their mission deserved.
Results
ROOT secured dozens of meaningful stories highlighting Good Meat Project, its leadership team, and its roster of incredible ranchers and farmers. In just six months, ROOT secured 53 pieces of coverage with a potential audience of 1.3 BILLION.
The Good Meat Project became THE thought leader in pushing back against conventional meat — changing millions of people’s minds in what kind of meat they buy and where they buy it from.
A few examples of coverage ROOT secured for GMP:
The Executive Director was interviewed for Food & Wine’s article on buying a cow
Good Meat Project was the focus in Martha Stewart’s “Home Cooks are Buying Whole Cows and Saving Big – Here’s How to Do it”
AllRecipes profiled GMP in “5 Ways to Save Money on Beef, According to a Meat Expert”
GMP has been highlighted in many The Kitchn pieces, including “Move Over Ribeye” and “These Two Grocery Store Chains are Best for Buying Beef”
GMP quickly gained momentum, securing a record number of grants and exceeding their membership goals.
Solution
ROOT partnered with GMP to craft their core messaging around building a more ethical meat supply chain, then built a PR plan with stories designed to resonate with each of their key stakeholders. Stories included how to save money on your grocery bill at a time when grocery prices were sky high, demystifying visiting your local butcher, the myths of alt meat, and even how to buy a whole cow.
Working with ROOT Marketing & PR has been a force multiplier for the Good Meat Project. They don’t just generate press, they drive results. From sharpening our messaging to landing high-quality media placements, ROOT has consistently translated strategy into measurable visibility and growth. Kuvy & Emily understand the nuances of good food and values-based meat, and they know how to turn complex ideas into story pitches that actually resonate with media and journalists.
What sets ROOT apart is their ability to connect the dots between mission and momentum. Every pitch, partnership, and placement ladders up to real impact. They’re proactive, effective, and deeply collaborative, operating as an extension of our team rather than an outside vendor. If you’re trying to share a good message, about good food, and build credibility in a crowded food landscape, ROOT delivers where it counts.
Challenge
The Good Meat Project (GMP) has a compelling story that wasn’t reaching the people who needed to hear it. As the first-of-its-kind nonprofit solely dedicated to connecting and supporting those working across the ethical meat industry, they needed to get in front of more ranchers, butchers, restaurants, potential donors, ethical-minded eaters, and like-minded organizations — and build the momentum their mission deserved.
Solution
ROOT partnered with GMP to craft their core messaging around building a more ethical meat supply chain, then built a PR plan with stories designed to resonate with each of their key stakeholders. Stories included how to save money on your grocery bill at a time when grocery prices were sky high, demystifying visiting your local butcher, the myths of alt meat, and even how to buy a whole cow.
Results
ROOT secured dozens of meaningful stories highlighting Good Meat Project, its leadership team, and its roster of incredible ranchers and farmers. In just six months, ROOT secured 53 pieces of coverage with a potential audience of 1.3 BILLION.
The Good Meat Project became THE thought leader in pushing back against conventional meat — changing millions of people’s minds in what kind of meat they buy and where they buy it from.
A few examples of coverage ROOT secured for GMP:
The Executive Director was interviewed for Food & Wine’s article on buying a cow
Good Meat Project was the focus in Martha Stewart’s “Home Cooks are Buying Whole Cows and Saving Big – Here’s How to Do it”
AllRecipes profiled GMP in “5 Ways to Save Money on Beef, According to a Meat Expert”
GMP has been highlighted in many The Kitchn pieces, including “Move Over Ribeye” and “These Two Grocery Store Chains are Best for Buying Beef”
GMP quickly gained momentum, securing a record number of grants and exceeding their membership goals.
In Their Own Words:
Working with ROOT Marketing & PR has been a force multiplier for the Good Meat Project. They don’t just generate press, they drive results. From sharpening our messaging to landing high-quality media placements, ROOT has consistently translated strategy into measurable visibility and growth. Kuvy & Emily understand the nuances of good food and values-based meat, and they know how to turn complex ideas into story pitches that actually resonate with media and journalists.
What sets ROOT apart is their ability to connect the dots between mission and momentum. Every pitch, partnership, and placement ladders up to real impact. They’re proactive, effective, and deeply collaborative, operating as an extension of our team rather than an outside vendor. If you’re trying to share a good message, about good food, and build credibility in a crowded food landscape, ROOT delivers where it counts.
a few media hits
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