Welsh farmers have raised concerns over the growing number of people dropping animal products from their diet.
Farmers believe they need to 'prove' that they 'produce food in a healthy manner' to counteract the rise of veganism, according to Wales Dairy Show chairman Colin Evans.
Evans told the BBC: "It must be of concern to us. Celebrities are now getting behind promotional drives for veganism or vegetarianism.
"We must have the answers ready for these people and to prove that we do look after our animals and we do produce food in a healthy manner."
Gareth Richards, a dairy farmer at Alltyfyrddin Farm in Abergwili, Carmarthenshire, and NFU Cymru Milk Board member added: "We don't go out and publicize ourselves enough.
"It's something we definitely need to do more of, whether it's about talking to shoppers in the supermarket, in farmers markets, or whatever," he said.
But a NFU Cymru spokesperson said: "Vegans only account for around one percent of the UK population.
"The vegan activism we've seen on a UK level in recent months represents an extremist view of dairy farming which portrays a completely inaccurate image of the UK dairy industry.
"Dairy farmers are proud to produce high quality milk and dairy products for the public to consume.
"Over 98 percent of the British public eat, drink and enjoy dairy products as part of a healthy, balanced diet."