The UK's largest meat market is set to start selling vegan meat for the first time in its 800-year history.
Meat supplier P.J. Martinelli, which trades at Smithfield Market in the city of London, will start stocking the high-tech Moving Mountains Burger.
According to the makers of the burger, producing it requires less land and water and produces fewer greenhouse emissions than its animal meat equivalent.
"We have trialed a wide range of plant-based products on the market and have no hesitation in recommending Moving Mountains to our clients as the highest quality and best flavour in the marketplace," Paul Martinelli, managing director of P.J. Martinelli, said in a statement sent to Plant Based News.
"Our company always provides the widest choice, and we see this as a natural addition to our product range."
Simeon Van der Molen, founder of Moving Mountains, added: "Moving Mountains is breaking ground with products that look, smell and taste like meat but are completely plant-based.
"This partnership with P.J. Martinelli at Smithfield Market is a momentous step for the plant-based movement and signifies how the tides are changing in the industry.
"Moving Mountains is proud to be leading this change, and we believe that one day only plant-based meat will be the bestselling product at this historic meat market."