Heura, Europe’s fastest-growing plant-based meat brand, has withdrawn a provocative advertising campaign following legal action from the meat industry, which had taken initial measures to sue Heura after it launched a provocative campaign highlighting the pollution caused by the livestock industry entitled ‘One beef burger pollutes more than your car.’ The campaign quickly went viral, prompting major meat industry associations to sue the brand.

Heura has responded to the lawsuits by agreeing to take down the billboard in central Madrid, and has invited key players in the meat industry to start a dialogue about how to jointly find solutions to create a more sustainable industry.

The billboard in central Madrid highlighted the monumental role of the livestock industry as a major contributor to climate change. 

Speaking about the suit, Heura co-founder Bernat Añaños said, "We hope that we can utilize 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," he continues. "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."

About Heura

Huera 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. Founded by food activists Marc Colona and Bernat Añaños, Huera was born in April 2017 and is currently present in 3,000 points of sale in Spain, Andorra, Portugal, France, the Netherlands, Singapore, Hong Kong, Chile, and the United Kingdom.