A WELSH farmers' leader has hit out at what he’s termed inaccuracies about the industry following the ’veganuary’ promotion.

The campaign has rebranded the first month of the year in an attempt to inspire people to try vegan food during January.

But Merthyr Cynog beef and sheep farmer John Davies, who is the president of the NFU Cymru farmers' union, has argued some of the claims made in promoting a meat and dairy free diet have "tarnished" the good name of a "proud industry".

The registered charity behind the UK veganuary campaign claims going vegan is "one of the most effective choices a person can make to reduce the suffering of animals, help the planet and improve personal health".

It has said the mass production of animals "harms them in more ways than we often acknowledge" and questioned the environmental impact of farming.

Meanwhile shunning meat has also come under-fire from loud mouth TV host Piers Morgan who has appeared to take offence at bakers Greggs producing a vegan sausage roll. The former newspaper editor appeared to vomit on the Good Morning Britain programme after trying one of the products having previously claimed, on Twitter: "Nobody was waiting for a vegan bloody sausage, you PC-ravaged clowns."

But Breconshire beef farmer Mr Davies said he and other farmers have had a guts full of some of the claims about their industry when the promotion has prompted discussions about veganism in the media.

Mr Davies said: "Farmers respect that everybody is free to make choices about the food and drink they consume. What Welsh farmers are finding particularly frustrating during ‘veganuary’, however, are the all too frequent reports across print, broadcast and social media that use misinformation and inaccuracies about UK farming practices, the sector’s environmental impact and the nutritional benefits of meat and dairy to influence consumers’ long-term purchasing decisions.

"The reality is that Welsh farmers are champions of some of the highest animal welfare standards that can be found anywhere in the world. Consumers purchasing Welsh produce do so in the knowledge that they are buying safe, quality and fully traceable products, while also reinvesting in these high health and welfare practices."

He also defended the industry’s environmental benefits which he said include capturing carbon dioxide, known as sequestration.

Mr Davies was speaking at the NFU Cymru’s Brecon and Radnorshire county conference at the Royal Welsh Showground in Llanelwedd near Builth Wells.

He said: "Detractors of our industry will point to the supposed detrimental environmental impact of livestock farming while choosing to ignore the powerful benefits that livestock grazing can contribute to soil restoration and carbon sequestration. Such arguments also discount the wider positive impact that livestock farms have on Wales’ iconic landscapes, biodiversity and the fabric and prosperity of our rural communities.

“Over 98% of the British public eat, drink and enjoy dairy and red meat products as part of a healthy, balanced diet. Red meat is a key source of protein and is one of the richest sources of food for iron, zinc, iodine and B vitamins. Dairy, meanwhile, is a fantastic source of calcium and vitamins that contribute to strong bones.

“Welsh farmers have always been, and will always continue to be, the advocates of a healthy, balanced diet that includes dairy, meat, fruit and vegetables. All we ask is that consumers are able to make their own individual choices based on the facts and not fiction cooked up by those whose agenda seems to be to tarnish the good name of our proud industry.”