Photo: Viva!

Prime time drama favourite Martin Shaw has become patron of Europe's largest campaigning vegetarian organisation Viva!.

Star of Judge John Deed, and vegetarian since 1971, Martin has backed the group for many years.

He says: “I support Viva! because they articulate the hopes and the aims of people who are conscious and want things to change. It's the voice of kindness and compassion and someone needs to do it, I am delighted to become a patron.”

Martin already fronts one of Viva!'s most popular vegetarian recipe guides, Martin Shaw Cooks Veggie.

"Groups such as Viva! are absolutely vital. People like myself, however sympathetic and vociferous we might be, don't have the time, we can only do the odd ten minutes here and there, the odd evening, the odd function, the odd letter, the odd photograph and it can only have a minimal effect. What you need is people who are committed, brave and generous enough to give all their time, because the only way you can change society, is by changing yourself. Viva! is setting an example for people follow. It is possible for people to change," he adds.

Viva! founder and director, Juliet Gellatley, says: “We are thrilled that Martin has agreed to become our patron and are grateful for his dedication to our many campaigns against the cruel factory farming of animals. As a one of Britain's finest actors, we hope he will inspire many people to follow in his footsteps and become veggie, for the sake of animals, the environment and their health.”