People have been advised to reduce consumption by 30% for health and environmental reasons
Britons have cut their meat consumption by 17% over the past decade but will need to double these efforts if they are to meet targets for healthy diets and sustainable food production set out in the national food strategy earlier this year.
Meat production is a major contributor to global heating and land degradation, while eating lots of red and processed meat has been linked to a greater risk of developing cardiovascular disease, type 2 diabetes and certain types of cancer.