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Liz Hallinan, Co-Founder

Liz aims to harness the power of legislative, regulatory and business policies to promote sustainable agriculture and improve the lives of farm animals.

Liz's areas of expertise include animal behavior, psychology, administrative law, and regulatory policy.  Before co-founding Greenfield, Liz worked for a variety of public interest organizations, including the Natural Resources Defense Council, the Animal Legal Defense Fund, and Meyer, Glitzenstein, and Eubanks.

Liz received her undergraduate degree from Harvard University and has a law degree from New York University and a masters in science from Queen's University.


Ashley Allen Carr, Co-Founder 

Ashley is passionate about forging deeper, more meaningful connections between consumers and the foods we eat. 

Before co-founding The Greenfield Project, Ashley spent five years as an attorney for Baker Botts, LLP.   She has a strong background in legal and policy analysis and a deep interest in increasing the market share of sustainable agricultural products through consumer-facing initiatives.  Ashley has primary responsibility for Greenfield's business operations and development.   

Ashley received her undergraduate degree from Rice University and her law degree from Harvard Law School.



Board of Directors

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Lauren Serota

Lauren advises Greenfield on strategy and facilitates working sessions to identify organizational goals and project priorities.  

Lauren is a designer who works at the intersection of product, media, and policy across the private and public sectors.  Her expertise is in emerging markets, emerging technology, and forward-leaning application of design methods.  Lauren is a member of the founding faculty at the Austin Center for Design, a postgraduate educational institution that teaches human-centered design as a mechanism for understanding and innovating around deep-rooted social and environmental problems. She has trained and coached individuals and teams in human-centered design across academic and commercial contexts.

Lauren has a Bachelor’s of Fine Arts in Industrial Design from the Savannah College of Art and Design.

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Joe Lam

Joe advises Greenfield on consumer perceptions and motivations, particularly as they relate to consumers’ purchasing decisions in the context of animal agricultural products.

Joe has over 10 years of business experience in consulting and marketing research with expertise in the consumer packaged goods and grocery retail industries. Joe is currently Director of Insights at Whole Foods Market and previously led the Consumer Insights group for Annie's Homegrown.  

Joe has a Bachelor's of Business Administration from the University of Texas at Austin and a Master's of Business Administration from Rice University.