Most definitions of flexitarian diets will tell you that they are mostly plant-based, with the occasional inclusion of meat and dairy and usually some concern for how these were produced.

But for us, flexitarian is a direction more than a category. It can start wherever you are. The focus is on reduction, recognising that we all have very different contexts and life experiences. Even if you have cut your meat right down, perhaps you still eat a lot of cheese (which has many of the same problems). None of us are saints and we are all acting in the context of particular life experiences and resources. But we are encouraging people to do what they can to eat less and better meat in the context of the mounting evidence that high meat consumption harms the environment we are part of, our health and the welfare of the animals we are eating.