Spanish brand Heura, Europe's fastest growing plant-based meat company, is to start legal proceedings today at the Ciutat de la Justícia de Barcelona following their provocative advertising campaign in November 2020.
The landmark case will see meat associations Provacuno and Interporc VS Heura face each other in court after Heura decided to remove their advertising billboard in central Madrid last December. The campaign highlighted the enormous pollution caused by the meat industry and animal farming and was titled 'One beef burger pollutes more than your car.'
The billboard aimed to encourage consumers to opt for more sustainable meat alternatives in order to take action on climate change.
The billboard read:
"One beef burger pollutes more than your car.
Together with Madrid Central, we have reduced air pollution by changing the way we travel. Why not change the way we eat next?
Discover what the status quo doesn't want you to know at @heurafoods.
Releasing over 32,000 million tonnes of CO2, the livestock industry is the largest source of Greenhouse gas emissions, followed by transportation.
Heura has responded to the lawsuits by agreeing to take down the billboard and inviting key players in the meat industry to start a dialogue about how to jointly find solutions to create a more sustainable industry.
In the statement sent to TheVeganKind, Heura Co-founder Bernat Añaños, said: "We hope that we can utilise this moment to begin a dialogue between all parts of the food industry to figure out how we can ensure a sustainable, healthy and ethical food system."
“The current food system needs to evolve just as the transportation system is beginning to evolve. If there is already a more efficient and sustainable way to feed ourselves, what is the reason for not looking forward?”
"We do not want to start a confrontation with anyone. As proud food activists, we want to be part of the transformation that the sector so desperately requires, and we want to do it without leaving anyone behind.”
“The Spanish food industry is recognized worldwide for its high- quality standards and efficiency. We have the potential to lead this transition from something we all share: our love for culture and gastronomy. As a country and as an industry, we must not miss this opportunity. We have the infrastructure and knowledge to become a global leader in the protein transition that the planet so badly needs. We all want to take care of what matters most to us: our traditions, our health, and the health of our planet.”
Añaños concludes that "We must empower consumers, and the best way to do that is by giving them information. They must know the great power they have in building a more sustainable planet with each meal.”
Heura is a 100% plant-based meat start-up. Its mission is to create solutions that make the current food system obsolete and accelerate the transition to a world in which animals are out of the protein production equation. Its roots and culinary tradition from the Mediterranean are reflected in its products: clean label, high nutritional values, and flavour.
The company offers plant-based chicken in strips and chunks as well as plant-based burgers.
Founded by food activists Marc Colona and Bernat Añaños in April 2017 Heura is currently present in 3,000 points of sale in Spain, Andorra, Portugal, France, the Netherlands, Singapore, Hong Kong, Chile, and the United Kingdom.