SIR Roger Moore has been honoured by the People for the Ethical Treatment of Animals (PETA) in the U.K. for his campaign to ban controversial French delicacy foie gras.
The former James Bond star, a longtime animal lover, has been working tirelessly since 2006 to convince bosses at British department store Selfridges to stop selling the product, which is made from the engorged livers of ducks and geese.
Moore, who teamed up with PETA for a video campaign to advise shoppers against buying the delicacy, has even offered to personally purchase the company's remaining stock to take the food off the store's shelves.
His pleas have been met with silence from Selfridges managers, but his efforts have won him high praise from PETA officials, who have named him their 2009 Person of the Year.
And Moore is delighted with the accolade. He says, "I am deeply touched and thrilled to be awarded the PETA UK Person of the Year. When I first saw their video footage on foie gras production three years ago, I felt compelled to do something to help put a stop to this cruel delicacy."