Advert by a vegan company comparing burgers to car pollution ruled unlawful
But how many kilometres do you get on a full tank of sirloin? And how many chicken wings do you eat every 100 kilometres? The comparison between meat and cars – assuming it’s even appropriate – doesn’t hold water. At least according to the Provincial Court of Barcelona, which ruled that an advert by Heura Foods – a manufacturer of vegan meat alternatives – was unlawful. The advert, which featured the controversial comparison, ended up in the dock before it even reached the butchers’ counters.
‘A beef burger pollutes more than your car’ is the slogan that sparked the row that ended up in court, displayed on some giant advertising banners measuring 18 by 14 metres. The slogan featured until a couple of years ago on the billboards of Heura Foods, a company launched in 2020 in Madrid by Foods for Tomorrow, a start-up founded in 2017 in Barcelona: Heura (named after a type of fish) has, in just a few years, become a well-known brand of 100 per cent plant-based ‘fake meat’ made from pulses.
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EFA News - European Food Agency
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