I think they have an ulterior motive and it is directly related to the UN’s position on global warming. Growing meat generates a lot of “greenhouse gasses so getting rid of meat will save the planet.
Their plans to have us all eat wheat and corn based products are starting to fall apart. The low carb movement is starting to kill companies such as General Mills and Kellogg’s. And their darling vegetable, kale is just not catching on outside of the vegans.