we asked the chef whether he believes he should promote vegetarianism rather than a different kind of meat.
He said: "Here's the thing. You have farmers and breeders who will nurture all their animals and I personally am never going to cut my meat back because I believe that if you have something ethically-sourced that's raised well, native bred and you know you're getting a good piece of meat then I will carry on eating that. "
And although it's not always possible to splash out on expensive meat, the chef said he thinks people should try and avoid mass-farmed animals where possible.
"The way they treat their animals and push it out there and it's pumped with blood or red food colouring or pumped with water, then that's not really fair. "
"Imagine you start from a seed and watching that grow, you're literally starting from this animal and it has no life, no story nothing behind it, it's there to be consumed by us."
"What I would say to people is - think outside your normal box. We're set in that way of going to the supermarket to get this - I guarantee you now, if you spend a little bit more, you will see the difference. Not saying for people to be doing this week in week out because everyone has a tight pocket but there are ways around it."
Watch our full interview with James to hear his thoughts on using goat meat, his plans for his street-food brand and numerous other ventures - as well as where he sees 1251 in the coming years.
