The New Roots Institute is an American nonprofit organization dedicated to advancing education with the goal of advocating for the end of factory farming practices.

In 2010, Katie Cantrell, then a student at the University of California, Berkeley developed a presentation on the impacts of factory farming.

In 2012, New Roots Institute received the second most votes in a Facebook poll sponsored by BART's sustainability-focused Blue Sky Program.

As a result, New Roots Institute was awarded a month's worth of advertising on BART trains and stations.

The ads encouraged BART riders to adopt Meatless Mondays citing the environmental benefits of doing so.