Meet the high school student who wants to bring plant-based eating to the masses

Boston Globe

11-03-2025

'This started as my concern for how animals were being treated. But [these practices] are really terrible for the environment in a lot of ways, from the massive amount of water used to the waste that it produces,' Pfeffer says. 'For example, eating a plant-based burger instead of an actual one can save up to the equivalent of driving 60 miles in a car in terms of carbon emissions.'
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Pfeffer cold-called several restaurants throughout the city or visited in person to explain her mission. It was nerve-racking at first, she says, but many businesses were encouraging. Currently, Althea, Base Crave, and Le Macaron are serving plant-based specials at her urging.
At Althea in Central Square, owner Greg Reeves now serves a local fried enoki mushroom with basil lemon puree ($13) and harissa cauliflower with smoky cashew romesco and garlic chips ($18) alongside smoked beef brisket and pork chops.
'It's a cool idea and a fun challenge to how we normally choose and create menu items, and it's really cool to see the impact it has on the environment. Plus, it's always great to help and be part of a local cause,' he says, saying the dishes have sold well, with a boost in reservations thanks to Dine Out Boston. Base Crave, an Asian fusion restaurant, now serves plantain basil curry and shiitake mushroom chili. Pastry shop Le Macaron added lemon ginger and elderberry raspberry tarts.
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Smoked beets and escarole with black garlic, yogurt, and pumpkin seeds at Althea in Central Square.
Jonathan Wiggs/Globe Staff
Pfeffer launched the effort through Planted Society, a multi-city organization that, among other initiatives, partners with local restaurants to introduce plant-based specials as a monthly challenge. When the challenge ends, the group produces a report to highlight environmental benefits achieved during the month, quantifying significant reductions in greenhouse gasses — and hopefully reshaping menus in the long term.
To prepare, Pfeffer also conducted a fellowship through the New Roots Institute, an organization that empowers teenagers to educate peers about factory farming by launching sustainable food campaigns on their campuses. She recommends the program for other young people interested in food activism.
'We all have the power to make change within our communities. I really want to remind young people that they have the power to educate themselves and other people, to learn how to work with others, to do something they really believe in. I think this is really important work,' she says.
Today, Pfeffer's favorite dishes are pasta alla norma with eggplant, and she's experimenting with okra. Her family typically shops at Trader Joe's or Whole Foods. But she also understands that many people live in 'food deserts' — areas with limited access to grocery stores selling fresh foods. As of September 2024, about 21 percent of Massachusetts households with children reported food insecurity, according to Project Bread.
But, in Cambridge, Pfeffer hopes that more restaurants will set the tone for plant-based eating as a legitimate and beneficial way to consume food. Much as frozen or prepackaged meals are the default for many, she hopes that someday, plant-based foods will become the accessible, affordable norm.
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'I hope that the campaign is able to show people that plant-based food can be absolutely delicious, and that it's really important to be mindful of the impact of the choices that we make,' she says. 'We need more role models of what delicious plant-based food can be — which is exactly what these amazing restaurants are providing.'
Kara Baskin can be reached at