Meat Me Halfway

In Meat Me Halfway, author and founder of the reducetarian movement Brian Kateman puts forth a realistic and balanced goal: mindfully reduce your meat consumption. It might seem strange for a leader of the plant-based movement to say, but meat is here to stay. The question is not how to ween society off meat, but how to make meat more healthy, more humane, and more sustainable.

Brian Kateman coined the term "reducetarian" in 2014 to describe a person who is deliberately reducing their consumption of meat. Since then he gave a celebrated TEDx Talk (with nearly 1,000,000 views) on the reducetarian concept that has been praised by thought leaders. In 2015, Kateman founded The Reducetarian Foundation, a not-for-profit organization dedicated to reducing societal meat consumption. In 2017, Kateman organized the first-ever Reducetarian Summit, which attracted over 70 speakers and 500 attendees, and it has since grown to 750 attendees annually. The next summit is scheduled for fall 2021.

He is the author of The Reducetarian Solution and The Reducetarian Cookbook, and is the lead producer of the documentary version of Meat Me Halfway released and streamed on Amazon Prime Video, Apple TV, Google Play, and more.