As animal rights advocates, we all want to end the use of animals for food. But will we succeed? And if so, how will we get there? In this talk, Reese will drawn upon evidence from history, psychology, and elsewhere to trace out the strategic roadmap that seems most likely to get us from 2018 to an animal-free food system. His two main arguments will be for a focus on food technology – especially clean meat, real meat made without animal slaughter – and a focus on institutional change-prioritizing changes in policy, attitudes, and social norms over the heavy "go vegan" focus that`s held back our movement for so long.