I think I agree, though personally (not as a counterexample), this only targets the environmental aspect of avoiding meat and leaves behind the ethical decision

I think I agree, though personally (not as a counterexample), this only targets the environmental aspect of avoiding meat and leaves behind the ethical decision around animal consumption to some degree. While reducing subsidies and other benefits would go a long way here as well, there are still some animal byproducts that have a relatively low ecological footprint and effecting changes to these through legislation still seems premature and heavy-handed in the current political climate in most any country. It seems to me that for those considerations, bringing new perspectives to consumers to try and influence their choices at the store is one of the only practical options for now.