Virgin businessman Richard Branson is the latest high profile celeb to muse the benefits of eating less meat.
While the mogul isn't vegan - or even vegetarian - he has talked about his decision to give up beef, and how easy he has found it.
He wrote: "A few years ago, health and environmental considerations compelled me to try giving up beef. I thought it would be difficult so I was surprised to find that I did not miss eating it...
"The main reason for my decision was rainforest degradation, and my eyes were also open to farming and slaughterhouse practices, so it was important to make a modest change to my dietary consumption."
He also talked about the movie Okja, and how it's theme of eating animals has once more given him pause for thought.
He said: "Okja probably won’t turn you into a vegan – it didn’t turn me into one, and I don’t think that was the filmmaker’s intent – and I remain supportive of exploring how to feed the world’s population without continued negative impact upon the environment.
"But the movie certainly has a timely message to act humanely and honestly. In an interview, Okja’s screenwriter Jon Ronson said: 'You don't want to think about the slaughterhouse, so you deliberately find ways to block that thought out of your head...'."
Branson's post is another sign that moving away from the typical meat-heavy western diet is becoming more mainstream.