Help Launch The True Cost Project

Help Launch The True Cost Project – Expose. Confront. Disrupt.

Hey everyone — I’m launching a nonprofit called The True Cost Project to expose, confront, and disrupt the corrupt system of government subsidies that prop up animal agriculture and enable cruelty behind closed doors.

If you followed my work as the cofounder of The Duck Alliance and campaign director behind the biggest anti–foie gras win in history through pressure campaigns alone — the victory against Hai Hospitality, the restaurant group behind Uchi — then you already know my strategy: target weak points, mobilize public will, and force change.

Foie gras is vulnerable because it doesn’t receive subsidies — and we strive on that fact to continue our work against foie gras until we see an end to that industry. The campaign I’m currently working on, which this fundraiser will help support, is part of that ongoing effort.

Now, I’m scaling that same approach to challenge industries that do receive massive taxpayer handouts — launching public campaigns, uncovering hidden data, conducting on-the-ground investigations, and forcing accountability through direct action and public records work.

I’m also launching all of this today — June 24, 2025 — on my six-year veganniversary. Six years ago today, I clicked on a video just to make fun of vegans… and everything changed. Since then, I’ve dedicated my life to this cause — and after six years of nonstop activism, I’m starting my own project to take the next step.

To make this work, me and my dog Tilly — my copilot through it all — are selling nearly everything we own and moving into an electric SUV for the next year. It’s the most affordable way to live, travel, and pour everything we’ve got into launching this nonprofit from the ground up, without rent or overhead getting in the way.

I’m raising $2,500 to cover:

• Legal and filing fees to formally launch the org

• Outreach and campaign materials

• Equipment and travel for an active project already underway

This isn’t a big-budget nonprofit with a staff and PR team. It’s just me — doing the groundwork with grit, urgency, and full transparency. I’ll post regular updates and receipts so you know exactly how your donation is spent.

I don’t have 501(c)(3) status yet, so donations aren’t tax-deductible — but every dollar builds the infrastructure for long-term, high-impact change.

If you’ve supported my past work — or believe in bold, strategic campaigns that hold power accountable — I’d be honored by your support.

Demand the Receipt.

Let’s build this thing.

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