Open Philanthropy recommended a grant of $230,000 to the Plant Based Foods Association (PBFA) to conduct a study in partnership with U.S. supermarket chain Kroger to determine the effects of moving plant-based meat into the meat section of grocery stores. PBFA hopes that retailers and the plant-based food industry will use the study’s findings to more effectively market plant-based meat.
This falls within Open Philanthropy's focus area of farm animal welfare.