Meat Me Halfway: How Changing the Way We Eat Can Improve Our Lives and Save Our Planet by Brian Kateman. 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.