Reading Time: 3 minutes

A provocative new billboard campaign tells passers-by beef pollution is worse than emissions from cars.

The campaign was created by Spanish vegan meat giant Heura. The company wants to ‘highlight the monumental role of the livestock industry as a major contributor to climate change’.

Heura has put up a large board in Madrid. It bears the slogan: “One beef burger pollutes more than your car.” 

Beef pollutes more than cars

The billboard adds: “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. TheRevolutionIsServed.”

Global emissions

According to Heura, transportation emissions were ‘the fastest-growing source of global emissions in 2019’. However, they have declined dramatically during the COVID-19 pandemic.

But, it adds, CO2 emissions from the transportation sector ‘are expected to rise 60 percent by 2050 in the absence of mitigation measures’. 

Livestock

Heura says: “Transportation remains second only to the livestock industry as the largest source of Greenhouse gas emissions.”

It says livestock and their byproducts account for ‘at least 32,000 million tons of carbon dioxide (CO2) per year, or 51 percent of all worldwide greenhouse gas emissions’. 

“Eating a Heura burger instead of a traditional beef burger saves the same amount of CO2 as driving 26km, which equates to 104km for a family of four. Heura’s sustainable solutions allow consumers to make choices that are both nutritious and good for the planet without giving up on taste,” it claims.

Transportation industry

Marc Coloma is Heura co-founder, CEO, and a food activist. In a statement sent to PBN, he said: “We are thrilled to see that people are beginning to recognize how the transportation industry contributes to climate change. We applaud initiatives to help people get to where they need to go in a more sustainable way. 

“But if we are to make a real difference, we must go further by taking a holistic approach that recognizes all of the root causes of climate change. 

“We want people to consider how the food that they put into their body impacts the planet, and to understand that they as consumers have immense power to upend the status quo by seeking out products that positively impact the world around them.”

‘Seize the opportunity’

He added: “We must seize the opportunity to work together to create a more sustainable world post-pandemic. It’s in our hands to make the world a better place.

“Through this campaign, we aim to raise consciousness and advocate for a holistic approach to combating climate change. 

“We want to urge consumers to recognise the immense power that they have to create a better future for our planet, and to think about how the choices that they make every day, from how they get to work to what they eat, impact our planet.”

‘World’s healthiest burger’

Heura’s poster campaign follows the launch of it describes as the ‘world’s healthiest burger. Last month, the company announced the arrival of its ‘Heura Burger 2.0’.

The company says its goal is to ‘accelerate the protein transition’. It wants to do this by ‘providing healthy, clean, and accessible’ alternatives to meat.

The Heura Burger 2.0 has 64.25 percent less fat than a traditional beef burger. Also, it ‘contains 85.6 percent less saturated fat than beef, and has 11.3 percent more protein per calorie’.

It says its patty offers the ‘meaty and juicy experience of an animal burger with only 6.5 grams of fat’.

Maria Chiorando

Maria Chiorando

Maria is the editor of Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle.