Mercy For Animals (MFA) has announced the launch of a new sister organization calledThe Good Food Institute (GFI) aimed at creating a healthy, humane, and sustainable food supply by supporting startups that are developing plant-based and cultured meat, milk, and eggs. The company provides marketing, design, legal, business, media, and other support to a select number of early-stage companies producing cultured and plant-based products, includingMemphis Meats, a San Francisco-based startup that says it will helpmake animal agriculture obsolete. “Imagine a food system where the most affordable and delicious products are also good for our bodies and the planet,” the organization says. “Unlike any other moment in history, we now have the ability to blend imagination with design to improve the world around us.” Another new MFA project, New Crop Capital, is a venture capital group that will complement GFI’s efforts by providing lead investments to a number of animal-free companies, including Beyond Meat, Mark Bittman’s vegan meal delivery servicePurple Carrot,Gelzen (a startup creating cultured gelatin), Lyrical Foods (owners ofKite Hill), andMiyoko’s Kitchen.