World Animal Protection, a UK-based organization using welfare as a cloak for a vegan agenda is promoting their Meating Halfway campaign to reduce consumption of red meat and poultry by half.
The Center for Consumer Freedom funded by agribusiness characterized the campaign as an example of "the politics of incrementalism". The Center considers that the call for a 50 percent reduction in meat consumption is merely a less radical position then total abstinence from meat.
It must be remembered that World Animal Protection is in partnership with Compassion in World Farming to create standards for farm animal welfare some of which are being adopted by U.S. producers.
Neither welfare nor sustainability are the objectives of organizations such as World Animal Protection. Their avowed intent is to eliminate intensive livestock production and then proceed to ban all animal consumption.