By Joseph D’Urso LONDON (Thomson Reuters Foundation) – The environmental, health and animal welfare benefits of a meat-free diet are well known – but convincing people to forgo crispy bacon or juicy steak for the rest of their lives is not easy. “We’re at a place in society where very few people are vegan or vegetarian,” said Brian Kateman, an American researcher who co-founded the Reducetarian Foundation. “In order to move that movement forward we need more people, and I don’t think we’re going to be successful in doing that if we’re promoting an all or nothing message,” he told Thomson Reuters Foundation in an interview.