Project summary

• Foodfacts.org is an independent, science-backed platform dedicated to countering food and nutrition misinformation. Especially the influencer-driven narratives that increase consumption of animal products.

• We publish fact-checks, investigative features, and accessible guides, and deploy an AI chatbot that delivers evidence-based answers to the nutrition questions people are actually searching for.

• Since launch (Feb 2025), we’ve published 120+ fact-checks, built a 60+ expert advisory board, and grown to ~452k Instagram followers with ~20k unique website visitors/month (current baseline), largely driven by organic search and shareable myth-busting content.
  

What are this project's goals? How will you achieve them?

• Goal 1: Intercept people at the moment of doubt: rank on Google for credibility queries (e.g., “Is [influencer] legit?”) and for high-reach myths, so evidence shows up when someone is actively questioning misinformation.

• Goal 2: Reduce trust in misinformation sources: publish rigorous fact-checks and “superspreader” profiles that document patterns, conflicts of interest, and the gap between claims and scientific consensus.

• Goal 3: Make accurate information usable: translate complex evidence into accessible guides and tool formats, and expand our AI chatbot so people can get fast, reliable answers.

How we’ll do it: increase publishing cadence with additional expert contributors; continue SEO + distribution; maintain expert review through our advisory network.

How will this funding be used?

• Content production + expert contributors (fact-checking, features, guides)

• Graphic design + visual assets for high-reach formats (carousels/short explainers)

• AI chatbot development and integration (keeping answers updated and evidence-based)

• Digital distribution + audience growth (SEO, amplification, partnerships)

• Project coordination + monitoring/evaluation (analytics + feedback loops)
  

Who is on your team? What's your track record on similar projects?

• Robbie Lockie (CEO & Founder): digital media specialist with nearly three decades of experience; co-founded Plant Based News (large-scale global reach), leading strategy and execution.

• Dr Elise Hutchinson (Research Director & Co-founder): linguistics/misinformation specialist (PhD; persuasion and narrative mechanisms); leads research methodology and campaign planning.

• Matthew Unerman (Operations Manager): supports day-to-day operations and volunteer management; sustainability/advocacy background.

• Expert Advisory Board: 68 specialists in nutrition, medicine, food systems, and communications supporting review and credibility.

Track record: 120+ fact-checks published; partnerships and recognition from sector orgs; strong cost-efficiency benchmarks (e.g., ~£300 per fact-check; ~£0.07 per follower reached).

What are the most likely causes and outcomes if this project fails?

• Cause: insufficient capacity to keep up with the volume/speed of viral misinformation; inability to expand beyond an already-sympathetic audience.

Outcome: loss of search rankings and reduced “moment-of-doubt” interception; continued growth of high-reach pro-meat/dairy misinformation; weaker public trust in evidence-based guidance; higher animal product demand driven by false claims.

What other funding are you or your project getting?

• Current/recent support includes: FSI (~$17,250), ProVeg (~$20,000), Changing Markets Foundation (~$6,750), Jeremy Collier Foundation (~$1,700), plus regular donations (~$2,000).

• Other applications in progress/planned include: Craigslist Fund and Vegan Grants (per prior applications).