Beef is off the menu at a South London pub in response to the fires ravaging the Amazon rainforest "in order to feed beef to billions of greedy mouths".
Richard Bell, landlord at the Three Stags in Kennington, said he could no longer stand by and condone an industry that is having such a negative impact on the environment.
Customers at the pub are no longer able to order burgers, steaks or beef as part of their Sunday roast.
"When is enough enough? For me it is now. In protest at the extreme selfish ignorance of our appalling current political leaders, the Three Stags is entirely boycotting all beef products," said Bell. "Our diet must change because we cannot continue to exploit the planet so wantonly.
"What mankind is doing to the Amazon in order to feed beef to billions of greedy mouths is deplorable and though my business is not vegetarian or vegan I feel the responsibility not to sell beef, as a statement to my customers and other restaurant and pub operators."
The menu at the Three Stags, a founder member of the Sustainable Restaurant Association (SRA), will continue to include meat for now because Bell believes that farmers employing sustainable methods should be encouraged.
"Who knows, maybe one day the Three Stags will be a vegan restaurant but in the meantime I implore you to take an interest at least in what is happening in Brazil," he added.
Bell is investigating plant-based beef alternatives such as Beyond Meat, Impossible Foods and Moving Mountains.
Andrew Stephen, chief executive of the SRA said: "The SRA has for the last two years been calling on restaurants and the wider foodservice sector to ‘flip the menu' and increase the proportion of veg-led dishes on their menu to decrease their impact on the planet.
High street brands like Wagamama and Zizzi have enjoyed success doing just that, followed by fast food giants like KFC and Greggs. If we can reimagine sausage rolls and burgers, then why not a Sunday roast?