A simple concept originated in Europe: “default veg,” the idea of making plant-based food and drinks the default option while giving diners the choice to opt into meat and dairy. A few years ago, Better Food Foundation (BFF) brought this concept to the U.S. to further its mission to create a world where plant-based foods are the norm. In institutional outreach for BFF, Ilana Braverman spent her days reaching out to universities and helping them shift their food service models, asking different departments to commit to serving plant-based meals by default at their events.