Online vegans have pledged to hijack the #NationalButchersWeek hashtag on social media.
National Butcher's Week - described in industry press as 'one of the most popular events in the butchery calendar' runs from March 12-18.
According to campaign organizers: "Over the course of the week, we’ll be making an extra effort to highlight the great work being done by butchers from around the UK that sets them apart from the competition.
"This year’s National Butchers’ Week will focus on the fantastic innovation that takes place within butchers’ shops across the land."
According to one vegan activist: "These online campaigns offer a good opportunity to share a message.
"Many people are unaware of the unpleasant reality of producing meat and dairy products.
"By using social media platforms to spread awareness, people can be more in control of the choices they make when it comes to diet."