Top French chef Raymond Blanc says chefs, home-cooks and retailers should embrace vegan and vegetarian food.
Blanc is the chef patron at Le Manoir aux Quat' Saisons, a hotel-restaurant in Oxfordshire, which has two Michelin stars.
He spoke about changing attitudes towards plant-based food in an interview with The Telegraph. He is currently overseeing the implementation of a new plant-based menu at Ascot - a horse race track which is unlikely to attract any vegans.
"Today, there is a true realization that we must change the way we eat," he said.
"Vegetarianism and veganism is not a trend, but an important change based on knowledge and awareness that we, be it chefs, home-cooks and retailers alike, must embrace."
Blanc's comments follow a similar sentiment voiced earlier this year by celebrity chef Gordon Ramsay.
Ramsay spoke about growing interest in animal-free food during an appearance on The Late Late Show hosted by James Corden.
"Veganism is on the rise, so we’ve got to adapt and we just have to eat a slice of humble pie," he told Corden.