"Our emphasis in our campaign is that we want people to join together and demand solutions from our leaders."

PETA, which typically takes a vegan-or-nothing approach, has recognized the Alliance for Climate Protection's strategy and isn't asking the group to adopt an anti-meat stance. According to spokesperson Nicole Matthews, PETA would be content with a recommendation to eat less meat.

"If people reduce or eliminate their meat consumption, of course it would help reduce that household's emissions — and certainly [help] the aggregate change as well," Hardwick admits. But, he was quick to add, "Eating less meat is good; changing laws is better."