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Figuring It Out

Feb 17, 2022

Sometimes you will never know the value of a moment until it becomes a memory. Dr. Suess


3 things I’m loving right now: 

  1. Game Of Thrones
  2. Avocado toast made with ezekiel bread sprinkled with a touch of evoo, sea salt and some seeds 
  3. I finished the 7 Husbands of Evelyn Hugo and loved it. Super easy to read.


Brian Kateman is an entrepreneur and philanthropist who 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, The Reducetarian Cookbook, and Meat Me Halfway 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.


During our conversation we discuss: 

  • How Brian’s early life experiences were a gateway to him becoming an advocate of vegetarian and vegan lifestyles and ultimately led to the Reducetarian movement
  • The core values of the Reducetarian concept and why the movement is so successful in reaching more than just vegetarians and vegans
  • The physical health benefits Brian experienced after incorporating more fruits and veggies 
  • How he slowly reduced his meat consumption and what he eats in a day as a Reducetarian 
  • Food deserts and swamps and why more Americans aren’t incorporating more plant based foods in their diets 
  • The small changes, and gradual transition into craving healthy plant-based foods  
  • How non-factory farmed meat and meat alternatives like lab grown meat and non-meat like Beyond each align with the Reducetarian concept
  • How politics interfere with people’s ability to access non-factory farmed food  
  • His Documentary and new book “Meat me Halfway” 



Follow Brian on Instagram

Reducetarian Website

Meat me Halfway Book & Documentary

Follow Me on Instagram