Environmental charity 10:10 Climate Action is calling on the public to try eating more plant-based food in a bid to save the planet.
There is an increasing amount of evidence linking animal agriculture with climate change, as a key source of carbon dioxide and methane emissions, both powerful greenhouse gases.
Now the charity wants people to try and cook one plant-powered meal for friends and family over the winter holidays as 'a way of showcasing the possibilities of plant based cooking and starting conversations to shift attitudes'.
Those who join the pledge will earn the chance to win a year's supply of Ben & Jerry's vegan ice-cream. They will also receive recipes and support from plant-based chefs including Wicked Healthy and Exceedingly Vegan.
Emma Kemp, campaigner at 10:10 Climate Action, said: "It’s incredible to see more and more people embracing plant based diets, and the massive explosion in recipes and innovation that has come with all this new energy.
"There are so many options for a plant-based diet now - from vegan meringue and ice cream to a misco sweet potato pie - it’s not just about being stuck with some bean stew any more.
"With more and more evidence that we need to cut down on meat and dairy to tackle climate change, what better time to bring these benefits to our family and friends than through a plant powered festive feast?
"That’s why we’re calling on the public to sign the pledge, bring together some of their nearest and dearest and cook for the climate this Christmas."
The charity recently spoke on an environmental panel at London vegan festival Vevolution.
Vevolution Co-founder Damien Clarkson told PBN: "We hosted an environmental panel at the festival because we know that animal agriculture is one of the leading causes of climate change.
"It is great to see 10:10 speaking up about the greenhouse associated with the meat and dairy industry.
"The plant-powered feasting campaign is sure to bring a lot of delicious plant-based food into homes across the UK this festive period."