We know that eating animals is bad for the planet and bad for our health, and yet we do it anyway. Ask anyone in the plant-based movement and the solution seems obvious: Stop eating meat.
But, for many people, that stark solution is neither appealing nor practical. 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. In this book, Kateman answers the question that has plagued vegans for years: why are we so resistant to changing the way we eat, and what can we do about it?
Exploring our historical relationship with meat, from the domestication of animals to the early industrialization of meatpacking, to the advent of the one-stop grocery store, the science of taste, and the laws that impact our access to food, Meat Me Halfway reveals how humans have evolved as meat eaters. Featuring interviews with pioneers in the science of meat alternatives, investigations into new types of farming designed to lessen environmental impact, and innovations in ethical and sustainable agriculture, this down-to-earth book shows that we all can change the way we create and consume food.
Brian Kateman coined the term “reducetarian” to describe a person who is deliberately reducing their consumption of meat. In 2015, Kateman founded the Reducetarian Foundation, a not-for-profit organization dedicated to reducing societal consumption of animal products.
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. He is a regular contributor to Fast Company, Entrepreneur, and Forbes, and his writings have appeared in The Atlantic, the Los Angeles Times, and the Washington Post, among others. Kateman lives in New Jersey with his wife Isabel and rescue dogs Tobey and Cooper.
“Meat Me Halfway is refreshingly pragmatic, a timely reminder that the perfect is the enemy of the good. Persuasive and optimistic, Kateman’s book offers a roadmap for a healthier and more sustainable and compassionate world.” — Steven Pinker, Johnstone Professor of Psychology, Harvard University, and author of The Better Angels of Our Nature and Enlightenment Now
“Meat Me Halfway is full of hope. Kateman shows us how, with ingenuity, we can create a food system that will be more sustainable, healthier and compassionate."— Dr. Jane Goodall, DBE, Founder of the Jane Goodall Institute & U. N. Messenger of Peace
“Meat Me Halfway is a must-read book—ingenious and far-reaching. This is Brian Kateman at his best.” —Dr. Mark Hyman, Author of Food Fix: How to Save Our Health, Our Economy, Our Communities, and Our Planet--One Bite at a Time
“'Halfway'” sounds like a compromise—but in fact this is quite a radical book and idea. Not to mention smart and elegant. —Bill McKibben, Author of The End of Nature
“Meat Me Halfway is a brilliant manifesto for building longer tables through simple choices about the food we eat. With wisdom and humor, Kateman elevates real solutions to transforming our food system and healing our planet.” – Chef José Andrés, founder of World Central Kitchen and author of Vegetables Unleashed
“Exceptionally thoughtful and well-argued.” — Marion Nestle, Professor of Nutrition, Food Studies, and Public Health, Emerita, New York University and author most recently of Let’s Ask Marion
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