Fleetwood dad is crowned 'Most Beautiful Vegan Over 50 in UK and Ireland'

Karl Fogg, 56, modestly stated that he was aware he was an "ordinary-looking man," who chose to enter the alternative beauty contest in a bid to reach more people to teach them about veganism.

The competition was run by the charity PETA, the People for the Ethical Treatment of Animals, which wanted to highlight its work and recognise individuals who are working towards its aims in their own way.

Karl, of Bulkhead Drive, Harbour Village, has given talks on veganism, mentored those who have just become vegans and joined peaceful demonstrations outside fast food chains.

He is currently writing an online vegan cook book to help new vegans learn how to make healthy food swaps, inspired by his Instagram account. Karl is also in the process of developing vegan sports nutrition products, with all proceeds going to animal charities.

Upon learning he had won the esteemed title, Karl said he was so shocked that he asked PETA to check they had awarded the title to the correct person.

"I'm under no illusions that I'm an average-looking guy, but I wanted to use this platform to reach more people and be able to make a difference," he said.

"I'm an ethical vegan, which means I'm opposed to anything that involves animal abuse. I want to make veganism more accessible and make it easy for others to make changes.

"I used to be a docks worker, and I'm from a fishing town, but it really doesn't matter where you come from. It's an ethical choice."

Karl turned to the vegan lifestyle five years ago, after his daughter returned home from a teaching job in London as a vegetarian.

As the chef of the family, Karl stopped purchasing and cooking meat in support of her.

He decided to do further research into the animal agriculture industry, "its effects on the environment and on animals' lives," and the family have been vegan ever since.

Elisa Allen, PETA director, said: "Karl is an informed, enthusiastic animal advocate whose voice and vigour are only growing.

"PETA encourages everyone inspired by his kindness and vitality to follow his lead and give going vegan a try."