There is abundant evidence demonstrating the harmful impacts of animal agriculture on planetary health (Erb et al., 2016; Clark et al., 2020; Romanello et al., 2022). At the same time, plant-forward diets have well-established benefits for both environmental sustainability and human health (Tilman & Clark, 2014; Willett et al., 2019; Springmann et al., 2021). There is thus a critical role for both producers and consumers in shifting diets to ensure a healthy and sustainable food future (Poore & Nemecek, 2018).