With roots in India, the Food for Life project is a modern-day revival of the ancient Vedic culture of hospitality with its belief in the equality of all beings. It was conceived of and began by the International Society for Krishna Consciousness in 1974 and is thus commonly known as ISKCON Food For Life or Hare Krishna Food For Life. It has been lauded by The New York Times Vegetarian Times, as well as Paul McCartney and Nelson Mandela amongst others, for its relief efforts worldwide.