There is clear evidence to suggest that an increased consumption of plants in our diets will have profound implications for our planet and for human health. However, few governments actively prioritise the design of a modern food system that embraces plant-based living. Many still continue to support industrial meat consumption through subsidies and other targeted interventions. Against this backdrop, a new and coherent food policy is required that scales down the consumption of animal products, supporting a shift towards plant-based diets and the increased allocation of land towards arable farming systems. However, this is by no means straightforward. Meat consumption is an emotive subject, deeply entrenched in society. How can we support farmers, companies and other stakeholders to transition away from large-scale meat production? How should governments design policies that increase the proportion of fruits and vegetables in national diets?