For many, reducing meat is more realistic than veganism, especially considering that Western culture (outside of major cities such as London and Los Angeles) isn’t really set up for a completely plant-based diet. Happy Cow, a Yelp-like service for vegans and vegetarians, shows 164 vegan restaurants in London, while Derby has only two . Where your meat comes from also plays a factor — chicken from your local farmer’s market has a lower carbon impact than factory-farmed chicken shipped to a supermarket. That farmer’s market chicken is more expensive, but it’s also both higher quality meat and better for the environment, says Gheihman — and while you can certainly spend a lot of cash on plant-based meat alternatives if you want to, vegan staples such as tofu, lentils, beans, and grains are reliably lower-priced than meat. “Plant-based diets are actually cheapest, so if people do eat more plant-based meals, they can then afford higher-quality meat — they just can’t eat that meat three times a day,” she explains. In fact, in many cultures around the world, low-income people eat a mostly plant-based diet