Founded in 1980, Turtle Island Foods, which sells its products under the Tofurky brand, has always focused on creating delicious and affordable vegan-friendly alternatives to meat. But the firm’s passion for making products like its plant-based patties, sausages, and other alt-meats is more than just business; it’s also a part of a larger world view. Eating plant-based protein doesn’t just address animal welfare in the food industry-it’s also a more sustainable alternative to fleshy meat.

To inspire consumers to take action on climate change, Tofurky has unveiled new packaging that features six messages with actions consumers can take, such as “Talk to your reps about climate change. Call 202-224-3121” and QR codes that direct consumers to more resources and information online. The brand isn’t burying the lede either. The messages are splashed on the front of the packaging designed by consultant and creative director Gary Huck in big, bold, and colorful type, dominating the premium panel and turning Tofurky’s spot in the supermarket as billboards supporting the fight against climate change.