Everything we do at Switch4Good is designed to maximize impact! To move the needle. To change people’s dietary attitudes and behaviors.

people reached globally

dairy-free actions taken

dairy-free conversions

global podcast listeners

’23 & YOU!


Disruption is in our DNA. We advanced our mission last year to wean the world off dairy with measurable impact! But we couldn’t have done it without you!


U.S. Dietary Guidelines

Every five years the U.S. Dietary Guidelines for Americans (DGA) are updated. We’re always happy to help:)

  • 2020: Got soy milk added to Guidelines as a “nutritionally equivalent” alternative to cow’s milk by generating 20,000 public comments in 10 days.
  • 2024: Lobbying to remove dairy as a discrete category and moved into protein group in the 2025 update. 

With your help, we will win!


Having got soy milk added to the DGA, we’re lobbying Congress to reimburse schools like they do for cow’s milk.

  • May 2023: Guided Reps Carter, D-La. and Mace, R-S.C. to introduce H.R 1619, the ADD SOY Act in the House.
  • September 2023: Persuaded Senators Fetterman, D-Pa, Booker, D-N.J., and Kennedy, R-La to introduce ADD SOY in the Senate as S.2943.

Congressional shenanigans abound—especially in a general election year—so please stay tuned…

Starbucks Justice Cup

We’ve been pressuring Starbucks for two years to drop their racist nondairy surcharge.

  • 2021: Mounted a brand-jacking campaign, announcing the end of the surcharge.
  • 2021-23: Ran PR campaigns and staged live protests to maintain public pressure.
  • Seven countries have already eliminated the surcharge—but not the U.S.

We are planning something special in 2024 for new CEO, Laxman Narasimhan. Watch this space. 

Killer Milk

Our ongoing billboard campaign to spread general awareness about the myriad ways that dairy is a killer.

  • January 2023: Launched hard-hitting serial killers billboard in LA, spoofing the US Olympic Committee. 
  • October 2023: Launched fatal food allergy billboard campaign in LA and Atlanta.
  • Garnered over 40 million impressions and dozens of media mentions.

We have something even more incendiary planned for 2024. Watch this space. 

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