Zoe Kavanagh, CEO of the National Dairy Council, claims a vegan diet is 'too expensive and restrictive' for most people.
She made these claims after sales of plant-based foods in Ireland skyrocketed by 40 percent.
'Vegan isn't forever'
"I don't think it's forever," she said. "We all know people who have tried the vegan diet but have dropped it because it is too expensive and that there are too many restrictions."
Speaking about initiatives like Veganuary and Februdairy, she added: "The danger...is that it will turn into a tit-for-tat debate,.
"We have to remember, if it was a true debate, we would win hands down every day of the week. The dairy industry has to set its own agenda and take the lead."
'Rapidly collapsing industry'
But not everyone agrees: Chas Newkey-Burden is a leading vegan journalist, and author of viral Guardian article Dairy is scary. The public are waking up to the darkest part of farming.
He told Plant Based News: "When someone represents a rapidly collapsing industry such as dairy, it's never a good idea to take their vision too seriously.
"For beleaguered farmers this sort of spin might offer a momentary illusion of hope but for the rest of us it smacks of the hilarious briefings by the hapless Comical Ali during the Iraq War."