A call by animal activist group, Peta, to turn the Royal Highland Show 'vegan', has been thoroughly rebuffed by the organiser of the show, the Royal Highland and Agricultural Society of Scotland (RHASS).

In a statement – in reply to a letter received from Peta – RHASS said it remained determined that the four-day show would remain a showcase for the whole of Scottish agriculture.

The event, which attracts up to 200,000 visitors each year and contributes £39.5m into the Scottish economy, is key in connecting producers and consumers of Scottish agriculture.

In its 201st year, it is a platform for Scotland’s agriculture in its widest sense, including fruit and vegetables, oils, meat, and dairy produce, such as ice cream and cheese. It also has a strong focus on driving innovation with a view to achieving the industry’s sustainable targets.

RHASS chief executive officer, Alan Laidlaw, said: “We disagree with PETA’s misrepresentation of the Royal Highland Show including labelling sheep shearing as 'cruel' – this reflects a lack of understanding of what is required for good animal health, wellbeing and the importance of Scottish agriculture.

“I can only assume that this is to grab media attention. However, while most will see through this for what it is, it has the potential to further undermine our proud agricultural sector and our farmers who work 24/7 to feed our nation with a wide choice of fruit, vegetables, dairy and meat for the many millions who choose to make that part of their diet.”

RHASS has more than 15000 members and each year provides free access to around 40,000 children to attend the Royal Highland Show, with school children getting the chance to meet farmers and understand more about food provenance and production.

Mo Metcalf-Fisher, from the Countryside Alliance, said it was an attempt to 'ravage personal freedom' made by 'attention seekers'.

"No one should be limiting the dietary preferences of the vast bulk of the UK population or browbeaten into removing them," she argued. "Red meat in Britain is amongst the most sustainable in the world – 86% of Scotland's agricultural land is deemed less favourable, meaning it is is only really suited to livestock farming and sparsely harvestable animal fodder.

"Such land cannot be given over to arable farming because crops will not grow. Ruling out livestock farming would not only remove several major food sources and ravage personal freedom, but would blight Scottish agriculture and its dependents as a whole."