“Profit matters, but people matter more.”

That’s the motto of Tony Pham, owner of Mecha Noodle Bar. It also happens to be the guiding principle of Eat Justice, an initiative created by Pham alongside co-founder Richard Reyes. The project involves a network of Connecticut businesses who turn portions of revenue into monthly donations to local and international nonprofit organizations. “But it’s more than just a check,” Pham tells me. “We’re trying to create a movement.”

The Eat Justice model is fairly simple: businesses designate a selection of goods to serve as their Eat Justice ‘fundraisers.’ They then raise the price of these goods by just fifty cents, and, for each one purchased, they reserve that extra fifty cents for a monthly donation. For example, at Mecha Noodle Bar, each purchase of a ramen dish increases the restaurant’s Eat Justice funds by fifty cents. While customers barely notice the fifty cent price difference, by the end of the month, Mecha regularly raises nearly $20,000 for charity. Pham points out that, by baking the donation into the price of a menu item, Eat Justice avoids the awkwardness and ineffectiveness of directly asking consumers to donate towards a cause.