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While Woodrow Wilson was the president at the time and likely advocated this drive, this is not who was associated with these ideas, nor who lead the movement. As the head of the Food Administration during World War I, Herbert Hoover used a strategy called "hooverizing", in which consumers were encouraged to voluntarily abstain from certain products. This emerged in the form of wheatless Mondays and meatless Tuesdays. So, the correct answer would be Herbert Hoover, a future president.

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