Yeah, they gotta lay the ground work. They are pushing it socially first. Then they will implement policy to force the rest of us that don't conform to social pressures.
That's the way it always goes, unfortunately. And it will be subtle pressures too - taxes on meat, then restrictions on how much stores can carry, just like with soda, except in this case meat is literally what made humans what we are. Our intestines shortened as our brains and intelligence improved, letting us better digest the meat we used that improved intelligence to catch and free us from reliance on rarely available fruits and digging for roots. Meat empowered mankind.