After the controversial campaign reading "one hamburger pollutes more than your car" last November, Spanish Meat industry representatives from Interporc and Provacuno requested that all communications raising awareness for Heura cease immediately.
Today, Barcelona’s Commercial Court has rejected the request for precautionary measures claim filed against Heura. The plant-based meat company will be able to maintain its environmental awareness campaigns, including the famous billboard stating, "one hamburger pollutes more than your car."
The court concluded that "Heura's advertising messages have a scientific basis and are extracted from scientific reports and studies issued by prestigious publications and organizations, such as Science, Nature or FAO."
Heura celebrates the decision as an opportunity to open dialogue and build a future of sustainable food system.
In a statement sent to TheVeganKind, Bernat Añaños, Co-founder of Heura, says: “The dismissal of the precautionary measures by the justice system is a great step for everyone; information is power, and awareness is transformative. People tend to underestimate the great positive impact that we can have on the world with small gestures. We are thrilled to be able to continue contributing via awareness and citizen empowerment. We must celebrate the decision as yet another opportunity to open dialogue and build a future of sustainable food."
Heura is an innovative plant-based meat start-up from Barcelona, Spain. The company was founded by food activists Marc Coloma and Bernat Añaños in April 2017. Heura's mission is to create solutions that make the current food system obsolete and accelerate the transition to a world in which animals are left out of the equation. Its products represent clean label, high nutritional values and flavour.
Heura currently offers four plant-based meat products on the UK market - Heura Burger and three vegan chicken products including Heura Chicken Strips, Heura Chicken Chunks and Heura Chicken Mediterranean. All of them available to buy online at TheVeganKind Supermarket.
Heura's products are super realistic, resembling traditional chicken meat in taste and flavour, and easy to use for home cooking.