Brian co-founded the Reducetarian Foundation in 2015 after coining the term “reducetarian” to describe a person who is deliberately reducing their consumption of meat. He is now the author ofThe Reducetarian Solution,The Reducetarian Cookbook, andMeat Me Halfway, and is the lead producer of the documentary version ofMeat Me Halfway. He is a regular contributor to Fast Company and Forbes, and his writings have appeared in The Atlantic, The Los Angeles Times, and The Washington Post, among others.