Restaurants and caterers are being urged by a new report to serve less meat in response to changing British eating habits.
The report - Let's Talk About Meat: changing dietary behaviour for the 21st century
Concern for climate change, the environment and feeding the world appear to be less significant factors in altering consumers' consumption of meat.
The Eating Better alliance was launched in 2013, with the backing of Hugh Fearnley-Whittingstall, to encourage people to eat less meat as part of the need to create more sustainable farming systems.
Sue Dibb, the author of the Eating Better report, said that eating less meat is a simple way for people to benefit both their health and the health of the planet.
"Significant numbers of people are waking up to the message of flexitarian eating by having meat-free days and enjoying better quality meat in smaller portions," she said.
"There are also opportunities for businesses. Eating less and better meat is becoming trendy thanks to top chefs putting vegetables centre-plate. But much more is needed to take this mainstream: that's why, as our report says, we need to talk about meat."
As well as calling on food operators to make low meat and meat-free option more available, the report also urges the government to update its guidelines on the recommended consumption of meat and improve its advice on sustainable dietary guidance.