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Plant-Forward Is the New Opportunity Today’s flexitarian consumers are eating less meat, and they’re looking to healthful and delicious options featuring produce, grains, and plant proteins. Plant-forward. Veggie-centric. Flexitarian. While the name of this trend may still be a work in progress, there’s no doubt that many Americans are choosing to eat less meat. According to Datassential, in fact, 22% of consumers limit their meat and/or poultry consumption, for a variety of different reasons, including health, variety, and sustainability (plant-based diets are also low carbon footprint).