Plant-based meat brand sued by Spanish Animal Meat Associations - legal proceedings over provocative billboard start today

The landmark case will see Provacuno and Interporc VS Heura face each other in court after Heura decided to remove the billboard in central Madrid, which highlighted the pollution caused by the livestock industry and was titled 'One beef burger pollutes more than your car.'  The landmark case will see Provacuno and Interporc VS Heura face each other in court after Heura decided to remove the billboard in centralMadrid, which highlighted the pollution caused by the livestock industry and was...

The landmark case will see Provacuno and Interporc VS Heura face each other in court after Heura decided to remove the billboard in central Madrid, which highlighted the pollution caused by the livestock industry and was titled 'One beef burger pollutes more than your car.' 

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

The billboard read:
"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"

Heura Co-founder and CEO Marc Coloma will be available for comment. 

A video of the billboard being taken down can be viewed here, and photos of Heura products for the media can be found here.

PRESS NOTES:

Photo - https://mma.prnewswire.com/media/1473982/Heura.jpg