Huge billboards promoting plant-based meat have been put up in New York City.
The boards, created by Meatless Farms, share the message that meat alternatives 'make a difference' without tasting different from their traditional counterparts.
'Beyond the impossible'
The company shared an image of one of the boards on Instagram.
The caption said: " We've gone beyond the impossible in New York City. Our plant-based range of meat alternatives helps you in making a difference without tasting the difference."
Health, environment, animals
Speaking to leading food outlet The Grocer about the Meatless Farm's ambitions, founder Morten Toft Bech said sharing the benefits of meat-free living with the public is a major focus this year.
"Another part of looking forward into 2020 is to focus more on the health aspects of changing from a predominantly meat orientated diet to a plant-based diet and to communicate better to the general public and the consumers what the benefits are of this," he said.
"Not only from an environmental point of view but also from a personal health point of view and, obviously, from an animal welfare point of view."