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Studies consistently show that the primary factors in any consumer’s eating choices are taste, price, and convenience. The Good Food Institute is laser-focused on working to make plant-based and clean meat, dairy, and eggs (real meat, dairy, and eggs, but produced without the use of animals) as delicious, price-competitive, and convenient as possible, through the following: Fostering Innovation: Outreach to top universities for entrepreneurship, synthetic and plant biology, and tissue engineering—to create private and public sector activity focused on advancing plant-based and clean products. Supporting Innovation: Working with the most transformational plant-based and clean companies on communications, regulatory work, business plans, venture capital support, and all aspects of their success—to mobilize markets and food technology for maximum transformation from animal-based products. Corporate Engagement: Creating collaborative relationships with restaurants, grocery stores, and foodservice companies to maximize the quality, quantity, and promotion of plant-based alternatives. Institutional Outreach: Educating large grant-making institutions, corporations, and governments about the value of R&D in this field as a critical component in addressing sustainability, climate change, and global hunger—to divert tens of millions of dollars in government and foundation grant money toward plant-based and clean alternatives to meat, dairy, and eggs.