It takes 43.3 square metres of land to generate 1 kilogram of chicken per year - far more for beef and lamb - and 13.4 square metres to generate a kilogram of cereals. So that gives him a footprint of 0.84 hectares. For a big dog such as a German shepherd, the figure is 1.1 hectares.

Meanwhile, an SUV - the Vales used a 4.6-litre Toyota Land Cruiser in their comparison - driven a modest 10,000 kilometres a year, uses 55.1 gigajoules, which includes the energy required both to fuel and to build it. One hectare of land can produce approximately 135 gigajoules of energy per year, so the Land Cruiser's eco-footprint is about 0.41 hectares - less than half that of a medium-sized dog.