Europe’s Fastest-Growing Plant-Based Meat Brand Launches In Italy

The move follows a Eurispes report, which states almost 10 percent of the Italian population eats sustainably and cruelty-free


2 Minutes Read

plant-based meat brand Heura Heura is the creator of the world's 'healthiest' burger... - Media Credit: Supplied

Europe’s ‘fastest-growing’ plant-based meat brand is launching in Italy.

The move follows a Eurispes report, which states almost 10 percent of the Italian population eats sustainably and cruelty-free.

Heura – creators of the world’s healthiest burger – will debut its meat-free offerings on the Glovo app. Users in Milan will be able to order Heura products directly to their homes.

Plant-based meat

Marc Coloma is the CEO and co-founder of Heura. In a statement sent to PBN, he said: “We’re delighted to bring Heura to Italy. 

[“It’s] a fast-growing plant-based market and a country where gastronomy and the culinary traditions are at the center of everyday life. They love food as much as we do.”

“The current model of production and consumption of animal meat is ethically and ecologically unsustainable. Multiple studies have shown that intensive animal breeding is one of the main causes of the emission of greenhouse gases. It produces 14.4 percent of global emissions – more than the entire transport sector. 

“It’s most responsible for land consumption, with the conversion of forests and green areas into grazing land to grow feed for animals. And, for the use of water.

“If this is the real cost of meat, it is essential to introduce products on the market that honor our culinary traditions. But, at the same time, create a more sustainable future. 

‘Empower consumers’

Coloma added that each package of Heura chicken saves more than 770 liters of water and 0.77Kg of CO2.

He then concluded: “We want to empower consumers to make choices that take care of their health, the environment, and animals, without having to give up their culinary traditions or compromise on taste.” 

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