The Dealer guffawed at Anne Marie McHugh’s no-nonsense approach to veganism on Brendan O’Connor’s The Cutting Edge last week.

After listening to TV3 presenter Aisling O’Loughlin say she had turned vegan that day to save the planet and follow in the footsteps of Bill Gates and Richard Branson, the National Ploughing Association managing director did not mince her words: “You’re having a snowflake moment,” declared McHugh.

“It’s a trend. Ridiculous. Full stop. You’re one of those people who are vegan on a Monday and a Tuesday and maybe have a steak on a Thursday – come on.”

On her way home to Carlow, McHugh tweeted a picture of herself tucking into a beef burger.