It’s slow but sure.
Americans’ growing awareness of how much meat they’re consuming.
More brands and foods at farmers markets and farmers’ markets, from honey to kombucha to hardboiled eggs.
Hunger combined with growing awareness of better diet and nutrition.
Foodservice companies turning away from animal products to non-edible ones, including sprouted grain and other plant-based ingredients.
“Like anyone who was making money without eating right, I was moving into a lifestyle that was earning more on a health basis,” Brian Peterson says. “Then our kids started to get born and grow up and develop a bigger and bigger desire to eat the foods I love, but not the animal products that were commonly made into food.”
On one level, this appetite fits with American’s evolving attitude toward meat and how much is enough, Peterson says. But the Rancho Santa Margarita, Calif., couple’s knowledge that “plant foods can just as fulfilling” as animal products has resulted in some unexpected surprises, such as, “Before dark we’ll often have homemade cocoa-based goulash for people who are like us who haven’t eaten chicken in two days.”
Peterson and Margarita Eckert “meet all these different people who are watching their health and their future,” Peterson says. “We’re not here to preach; we’re here to support them in what they’re doing.”