Welsh farmers have raised concerns over the growing number of people dropping animal products from their diet.
Farmers believe they need to 'prove' that they 'produce food in a healthy manner' to counteract the rise of veganism, according to Wales Dairy Show chairman Colin Evans.
Evans told the BBC: "It must be of concern to us. Celebrities are now getting behind promotional drives for veganism or vegetarianism.
"We must have the answers ready for these people and to prove that we do look after our animals and we do produce food in a healthy manner."
Gareth Richards, a dairy farmer at Alltyfyrddin Farm in Abergwili, Carmarthenshire, and NFU Cymru Milk Board member added: "We don't go out and publicize ourselves enough.
"It's something we definitely need to do more of, whether it's about talking to shoppers in the supermarket, in farmers markets, or whatever," he said.
But a NFU Cymru spokesperson said: "Vegans only account for around one percent of the UK population.
"The vegan activism we've seen on a UK level in recent months represents an extremist view of dairy farming which portrays a completely inaccurate image of the UK dairy industry.
"Dairy farmers are proud to produce high quality milk and dairy products for the public to consume.
"Over 98 percent of the British public eat, drink and enjoy dairy products as part of a healthy, balanced diet."
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.Reuse this content
Diana is a London-based writer dedicated to bringing you the latest updates in ethical consumerism and plant-based nutrition. She is a recent media graduate with extensive journalistic experience, and writes in hopes of changing the narrative. You can follow Diana on Instagram and Twitter @dianalupica
Since you're here...
Plant Based News is a FREE service that receives millions of views each week on Youtube, Facebook, Instagram, Twitter, our weekly newsletter and this website. This takes a lot of our personal time, money and hard work. But we do it because we KNOW it makes a difference. If those following our reporting helped by contributing, we could do even more. Please consider supporting us so we can create further awareness about animal rights, environmentalism, ethical consumerism and the plant-based lifestyle. Not a false narrative - but information that empowers people to make better choices.