Mission, Vision, Values, & Purpose
​​​​Mission​
​​​​To mobilize health professionals and advocates to reduce red meat consumption for healthier people and a healthier planet.​​​​​​
​​​​Vision
A healthier world in which red meat consumption is greatly reduced.
​​​​Values
— Evidence-Based: We ground our work in rigorous, credible scientific evidence.
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— Prevention: We address red meat as a root cause to prevent disease and
environmental degradation.
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— Inclusion: We promote harm reduction and gradual dietary shifts that consider
cultural, economic, and social realities.
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— Collaboration: We build networks and work alongside diverse partners to maximize
our collective impact.
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— Empowerment: We equip health professionals and advocates with knowledge and
tools to drive positive dietary change.
​​​​Purpose
We exist to advance red meat reduction as an immediate, evidence-based, and practical solution to protect the health of people and the planet.
​​​​Strategic Plan
Select here to view our strategic plan, ratified in December 2025.
