Why Celebrities Are Joining Food Tech Advisory Boards

Over the past year, Oscar-winning actor Leonardo DiCaprio has made headlines not only for his film work but also for his environmental activism. At the end of 2021, his film "Don't Look Up" was widely seen as a metaphor for climate change; in November of the same year, he was photographed attending the COP26 climate summit in Glasgow, Scotland, reportedly engaging with policymakers and sharing updates on Twitter.

In the food technology sector, DiCaprio has also been active. In April 2021, Perfect Day, an animal-free dairy company, announced that DiCaprio had become one of the eight founding members of its Sustainability and Health Advisory Council (SHAC). In September of the same year, he invested in and became an advisor to cell-cultured meat companies Aleph Farms and Mosa Meat.

Nicki Briggs, Vice President of Corporate Communications at Perfect Day, said the company first approached DiCaprio in 2020, and he was deeply interested in the potential of animal-free dairy to improve sustainability and change dietary habits without compromising consumer experience. Briggs said, "He has been very generous in raising public awareness, willing to help and assist in spreading the message. Having someone with the immense influence of Leonardo DiCaprio is a huge advantage."

Didier Toubia, co-founder and CEO of Aleph Farms, was not surprised by DiCaprio's investment and involvement. The actor has been involved in climate change and sustainability movements for two decades, founded his own environmental foundation, and was appointed a UN Messenger of Peace in 2014. Currently, DiCaprio serves on Aleph Farms' sustainability advisory board. Toubia said, "DiCaprio's vision, values, and goals are highly aligned with Aleph Farms'. Having him involved in shaping company strategy and implementing solutions to climate issues is highly significant."

DiCaprio did not respond to requests for comment.

Movie stars are not the only notable figures filling advisory seats at food tech companies. Former U.S. Secretary of Agriculture Ann Veneman is also a member of Perfect Day's SHAC; she led the Department of Agriculture under President George W. Bush (2001-2005). Briggs said Veneman has served as an informal advisor to Perfect Day since 2016, helping the company carefully assess the business and industry landscape and introducing relevant experts.

Dan Glickman, who served as Secretary of Agriculture under President Bill Clinton, currently holds a similar role for Good Meat, the cell-cultured meat division of Eat Just. Glickman has remained focused on food and agriculture since leaving the administration, and joined Good Meat's advisory board at the invitation of Eat Just CEO Josh Tetrick. He said, "This seemed right up my alley—pursuing new technologies, creating opportunities for consumers, providing more choices, especially when addressing sustainability and climate-related issues."

Mark Lipton, Professor Emeritus of Management at The New School and Parsons School of Design and a corporate executive advisor, noted that more companies and non-profits are adding advisory boards. These boards provide formal roles for individuals who are valuable due to business acumen, industry knowledge, unique perspectives, or celebrity status, but who lack the time or expertise to serve on a board of directors. Advisory members can contribute knowledge and reputation, helping companies establish themselves technically, regulatory-wise, and reputationally. Lipton said, "I think the rise of social media, in particular, has acted like fuel, expanding the role of advisory boards and reshaping their purpose."

Star-studded advisors

Ashton Kutcher rose to fame on "That '70s Show," has appeared in numerous films and TV shows, and was an early social media influencer—the first Twitter user to reach one million followers—and co-founded the positive news website A Plus. In 2010, Kutcher teamed up with music manager Guy Oseary to become venture investors, backing tech companies like Airbnb and Uber. In October 2021, a group led by Kutcher and Oseary established a partnership with cultured meat company MeaTech 3D.

Simon Fried, a senior business development executive at MeaTech 3D, did not disclose Kutcher's specific role in the partnership or the investment size, but said Kutcher is widely recognized as an influential investor, and his and Oseary's reputations help "cut through the noise" in the tech world to highlight the potential of cultured meat. Fried said, "We certainly hope the company can directly benefit from their ability to attract attention and promote the company. They are also interested in doing so." He noted that many companies Kutcher and Oseary are involved with share MeaTech's mission—using technology to drive sustainability and social good. "They amplify our message and give it a voice; that's definitely one of the most exciting parts of this collaboration."

MeaTech is headquartered in Israel but plans to make the U.S. its core market. Fried said partnering with two people who are household names in the U.S. helps advance that goal. Kutcher connected with MeaTech through business networks and shared interests, and the company's business case and focus on mission attracted the actor and Oseary. Food Dive was unable to reach Kutcher for comment, but in a MeaTech press release, Kutcher said: "We intend to work closely with MeaTech's management, leveraging our marketing, strategic expertise, and networks to help implement its strategy, achieve its goals, and attain global success. Our partnership with MeaTech aligns with our group's mission to provide sustainable solutions by building, investing in, and accelerating technologies and companies across various sustainable sectors."

This effort became evident in December 2021: MeaTech co-founder and CEO Sharon Fima announced his departure, stating the company was transitioning from the R&D stage and needed someone who could drive growth. His successor, Arik Kaufman, had served as a director at Israeli cell-cultured milk company Wilk Technologies and was a founding partner of BlueSoundWaves, a collective under Kutcher and Oseary. Kaufman has legal experience in food tech and biotech and has managed commercial negotiations, M&A deals, and local and international financing.

DiCaprio's influence has not yet manifested in specific business moves at Perfect Day, Mosa Meat, or Aleph Farms, but both Briggs and Toubia said the actor's passion and involvement help drive the companies' sustainability efforts. Aleph Farms has committed to achieving net-zero carbon emissions in its operations by 2025 and across its entire supply chain by 2030. Given DiCaprio's background in climate action, Aleph Farms believed he should not only be an investor but also join its sustainability committee. Toubia said, "Having high-profile individuals involved can make a difference."

In a written statement about his investments in Mosa Meat and Aleph Farms, DiCaprio echoed sustainability concerns: "Mosa Meat and Aleph Farms offer a new way to satisfy the world's demand for beef, while addressing the most pressing issues of current industrial beef production."

DiCaprio is also deeply involved in other climate-related businesses and causes: he is a board member of the World Wildlife Fund, a trustee of the Natural Resources Defense Council, a member of Earth Day's global advisory council, and an advisor to Love The Wild, a farmed seafood company, and Runa, a beverage brand that uses Amazonian guayusa leaves as a natural caffeine source. Climate change is also why he joined Perfect Day; he said in a statement: "Comprehensive action on climate change must bring innovation into every aspect of daily life, including the food we consume. Perfect Day's forward-thinking vision offers a new model for reducing the environmental impact of our diets."

Notable experts willing to advise

Eat Just's Tetrick had been updating Glickman on the company's progress for years, including plant-based Just Egg and cell-cultured Good Meat. As Good Meat's chicken received approval for sale in Singapore, Tetrick realized Glickman would be an ideal formal advisor. In addition to leading the Department of Agriculture for six years, Glickman served 18 years as a congressman representing Kansas and sat on the House Agriculture Committee. Eat Just is working with the U.S. Department of Agriculture (USDA) and FDA to develop a regulatory framework for cell-cultured meat. During a Zoom call last year, Tetrick invited Glickman to join Good Meat's advisory board. Tetrick said, "I can pretend to know what the USDA is thinking, pretend to know how Kansas voters see things, but having a former Secretary of Agriculture and House Agriculture Committee leader guide you is far more effective."

Glickman said he needed to understand Good Meat's specific work before committing to join. He has lived in Kansas for many years and has close ties to traditional agricultural practices. As the world changes, people may pursue different food choices for various reasons. "These new technologies offer consumers additional choices. Facing climate change, volatile weather patterns, and the pests and diseases that come with them, we must be open to new technologies."

Glickman is not the only celebrity advising Good Meat. Renowned chef and humanitarian José Andrés also joined the cultured meat division's board last year. Andrés is known for his acclaimed restaurants (including a two-Michelin-star establishment) and humanitarian work; in 2010, he founded World Central Kitchen, which provides food and culinary training to areas in need and often responds to disasters such as volcanoes and earthquakes. As a board member, Andrés will introduce small farmers to Eat Just for cell-sourcing agreements, collaborate with Good Meat chefs and food scientists to improve products, and has committed to serving Good Meat's cultured chicken at one of his restaurants. Tetrick said in a statement: "His relentless innovative approach to food, and his dedication to pushing those around him to do more good every moment, will greatly benefit our team and mission."

Cultured meat companies are not the only ones leveraging industry experts and respected advisors. The Live Green Co., which uses proprietary algorithms to reformulate existing foods into plant-based, healthier products, brought former White House food safety advisor Dr. James Marsden onto its advisory board. Marsden previously served as Executive Director of Food Safety at Chipotle and was an official advisor to the USDA when it developed Hazard Analysis and Critical Control Points food safety regulations. Founder and CEO Priyanka Srinivas said the company sought advisors with deep backgrounds in food science and safety and global regulatory standards. An investor recommended Marsden, and Srinivas invited him to join. Live Green has changed its headquarters country three times in five years and needed to establish roots and connections in the U.S. Srinivas, originally from India, moved to Chile in 2018 after receiving funding, and this year announced a move to Boston after completing a $7 million funding round. Srinivas said, "Having someone like Dr. Marsden help us build connections, networks, and industry understanding—he's already started introducing key U.S. talent that can add value to Live Green." Marsden said he has long followed innovative food technologies, saw great potential in Live Green's technology, and wanted to ensure the company doesn't have food safety issues. "I think we can greatly help them break into the food industry mainstream."

Advisors companies need

Lipton noted there are clear reasons for choosing celebrities for advisory boards: celebrities are often responsible for promoting the organization or product; well-known figures can enhance an organization's credibility. "It's a halo effect of credibility and trust, and its value to any organization's future cannot be underestimated." Charles Elson, a finance professor at the University of Delaware and corporate governance expert, said key figures in advisory roles are crucial for promoting new brands. A household name lends legitimacy; even if consumers haven't heard of a brand, seeing a Hollywood A-lister involved may make them think it's worth considering.

Lipton said celebrities typically don't seek advisory positions themselves; rather, publicists and agents find suitable companies. Advisors who can add value to a company—such as former government officials working with heavily regulated industries, or those well-known within the food industry—help elevate industry standing and attract investment, but celebrities often cannot do this. From a business perspective, if an advisor can only add value through tweeting or celebrity status, investors may steer clear.

Perfect Day's SHAC members include notable figures, professionals, and young rising stars, even two high school students. Briggs said the council aims to ensure the company addresses issues like climate challenges and nutritional access in an inclusive, thoughtful manner. "We really want to enter the market without bias; that's the most responsible way to move the business forward."

Eat Just's advisory board is diverse, including XPrize founder Peter Diamandis, author and consultant Deepa Prahalad (whose father C.K. Prahalad's book "The Fortune at the Bottom of the Pyramid" inspired Tetrick's business philosophy), and PopChips co-founder Keith Belling. Tetrick said advisory members are experts in areas where he and his team lack expertise, helping the company grow meaningfully. Glickman's involvement is not just due to his expertise but also the reputation he has built over his career. "Knowing that a former Secretary of Agriculture decided to help in this way sends a signal: this isn't just a project for Northern California hippies and Silicon Valley investors; it could have broader implications for American agriculture and even global agriculture, and that's important."

Elson cautioned that while more companies are establishing advisory boards, both companies and potential advisors should be careful. The wrong combination can be disastrous for the company and its members. After all, the infamous blood-testing company Theranos Scientific had an advisory board of many well-known people who didn't necessarily understand biotechnology. "Will they bring you credibility in the market or with investors? Remember the old saying: A good name is better than great wealth. Sometimes a good name brings wealth, and that's the point. But don't tarnish a good name in pursuit of wealth."