British farmers have taken a bite out of Sir Paul McCartney's bid to turn meat eaters into vegetarians for one day a week - branding the campaign "gimmicky".
The former Beatles star and two of his daughters, fashion designer Stella and photographer Mary, are championing the Meat Free Monday initiative, which is aiming to get everyone in the U.K. to drop animal products from their diet for one day per week.
MCCartney, who was introduced to vegetarianism through his late wife Linda, is adamant that if people eat less meat it will help to improve the environment.
But officials at the National Farmers Union (NFU) in the U.K. have slammed the idea - insisting the star has overestimated the environmental problems caused by manufacturers.
A spokesperson for the NFU says, "Diet is a lifestyle matter, and individual choices must be respected, but this campaign has a rather gimmicky air to it.
"It greatly overstates the contribution that British livestock make to climate change, compared to, for example, transport where emissions have been rising rapidly in recent years."