If you trace the origin of most of these low meat consumption pushes, its often vegan groups with an agenda trying to get the governments ear. Problem is, the recommendations and studies they site don't stand up to real scrutiny. For example they often say you should not exceed the RDA for meat consumption, without realizing that an RDA is the bare minimum to not be nutrient deficient. It is by no means the optimal level of protein consumption and likely a detrimental recommendations for the vast majority. When called out on it, they will pull the GHG card, but at 3% of US GHG emission even that doesn't stand up to scrutiny. Then they pull the morality card, without realized that row crop harvest kill vastly more small animals per harvest. Its all rooted in bias, plane and simple. The most vocal are the vegans and they make a convincing surface argument.