Lubetsky announced an initial $5 million donation to the organization, which is seeking 501(c)3 status, and pledged to give $20 million more over the course of the next ten years. Feed the Truth will operate independently from Kind, and features some heavy-hitters on its board of directors—including nutritionist, author, and public health watchdog Marion Nestle and Michael Jacobson, co-Founder and president of the Center for Science in the Public Interest.

“Feed the Truth will ensure science overrules special interests by revealing and counteracting the food industry’s undue influence in shaping nutrition policy and ability to disseminate biased science, among other activities that are detrimental to public health,” the company said, in a release. “While specific programming will be decided by an executive director that will be appointed by the Board of Directors, activities could potentially include grants to support investigative journalism, consumer education campaigns and educational briefings to policymakers and influencers.”