Young farmers have been told to capitalize on the growing move towards meat-free dining - and not fear it.
Speaking at Wales YFC’s annual Rural Affairs Conference, a beef industry boss told the newer generation that people reducing their meat intake should be seen as an opportunity.
Rob Cumine, Partner of Pembrokeshire-based Natural Wagyu, added that consumers who buy less meat are willing to pay more.
He said: "Globally, it is a great opportunity for Welsh farmers, with a strong provenance story to tell."
Vegan organizations would like to see more livestock farmers turn to farming vegetables.
Last year, a beef farmer known as 'Jay' sent his cows to live in a sanctuary, and resolved to turn his business veggie, with the help of The Vegan Society.
He said: "I think we can change the way we live here, to something more suitable for the future than simply continuing to eat animals.
"That isn’t a very efficient way of feeding people after all."