Concerns around health and animal-welfare as well as growing knowledge about the environmental impact of industrial animal agriculture are largely responsible for a shift towards plant-based foods, but increasingly we are seeing that people and their diets don’t squarely fit into any one label. This is exactly what motivated Brian Kateman to start the Reducetarian Foundation.

Brian coined the term “reducetarian” to define people who are actively eating less meat – whether that means eating smaller portions of meat or replacing it all together. While not everyone may agree, the reality is the label you wear is much less important than the impact you can have by simply leaving animal products off your plate.


Brian has turned the simple idea of eating less meat into his mission. To learn more about how he plans to unite anyone who wants to see the end of factory farming and burst the vegan bubble, listen in.



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