Heura – Promoting Sustainability Initiatives

Heura, the plant-based startup founded by two activists, has posted on social media that they are extending its hand to political parties to work together to promote initiatives that stand for sustainability.

They are doing so due to a number of issues raised about plant-based products.

Firstly there is no scientific basis that points to a confusion of consumers towards this type of denominations in plant-based products.

Heura believes that if political parties care about #Agenda2030, the promotion of plant-based products is the best way to reach the goals.

They want political parties working in tandem with the company to place efforts into incentivizing lower VAT on products with a positive impact on the planet and higher VAT on those that need many more resources.

Heura- Promoting plant-based initiatives

For Heura, the overall objective is not to help consumers, but to protect an industry that is obsolete and not aligned with the challenges of this century.

This decision has been made in the aftermath of a bill developed by the  Agricultural Committee of the European Parliament.

This bill when passed would ensure that plant-based products will have denomination restrictions and they will not be allowed to use words on the label that relate to meat such as burger or sausage.

Instead, they proposed the names Disk or Cylinder.

In October 2020 the law will be voted on in the European Commission.

Bernat Añaños, co-founder of Heura, explained that “from today until that day we are going to work so that the political parties and the Members of the European Parliament are aware of the importance of not putting a spoke in the progress wheel and the irresponsibility that it would entail”.

Añaños, in a call to society to promote dialogue, stressed that “talking about “sustainability is the most important thing” and not putting the animal meat consumption on the table to debate is incongruous”. “From Heura, we extend our hands to all institutions and organizations to redress this law and take advantage of the moment to bring up the need for a protein transition that leaves no one behind” concludes Heura’s co-founder.
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