You joke, but it has been going on for a while: The Global Influence of the Seventh-Day Adventist Church on Diet (https://www.mdpi.com/2077-1444/9/9/251/htm). And obviously as mentioned by another the processed food industry etc.

To be exact the ones putting money into meat replacements aren't produce farmers but the processed food giants.

You think lettuce cant be big or bad? Look into the lettuce king of the southwest. Yes lettuce, and not the devil's.

I'm half joking, but the lobbying power and subsidies meat and dairy industries command is a complete other ballgame than vegetable farmers and plant-based food companies.