Those avoiding red meat represent up to 16% of the UK population whilst the proportion of the UK claiming to be ‘eating less meat’ ranges from 32.5 to 48% (Woodward, 1988; Food Research Association, 1989; The Realeat Survey Office, 1990; Vegetarian Society, 1991). In contrast, total meat production has not varied dramatically over recent years. Production figures reveal that although there has ...