The Reducetarian Foundation is a nonprofit group that encourages people to follow a "reducetarian" diet. This diet helps individuals eat less meat, eggs, and dairy to improve their health, protect the environment, and reduce harm to farmed animals. Brian Kateman is the cofounder and president of the group. He believes that messages promoting only complete changes, such as becoming vegan or vegetarian, may not be as effective for many people. Instead, he supports the idea of gradually reducing the use of animal products.