Why Meat Reducers Are Crucial to the Success of the Vegan Movement

What role do meat reducers have in the vegan movement? Vegan strategist Tobias Leenaert shares his perspective.


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If it’s relatively easy for vegans to be vegan today, this is largely thanks to the meat reducers who helped increase the demand for vegan products. All of these reducers help make becoming vegan easier for everyone.

Watch the next video in the Effective Advocacy series here.


Produced by Beyond Carnism & Vexquisit Studio. Presented by Dr Melanie Joy & Tobias Leenaert.

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Find out more about Beyond Carnism or CEVA


The Center for Effective Vegan Advocacy (CEVA) aims to increase the impact of vegan advocacy worldwide. CEVA is a program of Beyond Carnism, a charitable organization dedicated to exposing and transforming carnism, the invisible belief system that conditions people to eat certain animals.

The production and consumption of animals is a leading cause of widespread animal and human suffering and environmental damage. It is enabled by carnism – a global system of oppression. Veganism is the counterpoint to carnism. Increasing the power of the vegan movement is a key to ending carnism.

CEVA aims to strengthen the vegan movement by empowering advocates and organizations. Through  on-site trainings, organizational consulting, grants to qualifying organizations, and a strategy resource center, we seek to increase the effectiveness of vegans and vegan organizations and hence increase the impact of the vegan movement as a whole.

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