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What The Field?! Episode 11: Heura and the rise of flexitarianism

Bernat Añaños Martinez is Chief Social Movement Officer and co-founder of Heura Foods, a company that creates plant-based meat products with a Mediterranean twist. 

The motivation driving him and the people at Heura seems simple at first glance: For people to stop eating animals by providing the tastiest alternatives possible, akin in both texture and flavor to the meat products it seeks to replace. Heura’s vegan chicken for example has managed to become immensely popular, even amongst non-vegans.

We discuss the many reasons why cutting down on meat could be one of the most powerful ways for an individual to make an impact and talk about Heura’s vision for the future.

“We want to create not meat alternatives but meat successors”

We grill Bernat on all the obvious potential caveats:

  • What makes Heura products different from other plant-based meat substitutes?
  • Why do they come in plastic packaging?
  • What about the ingredients do Heura contain and are they not unhealthy?
  • What does an animal meat-free diet have to do with social justice?

Bernat Añaños Martinez is Chief Social Movement Officer and co-founder of Heura Foods, a company that creates plant-based meat products with a Mediterranean twist. 

The motivation driving him and the people at Heura seems simple at first glance: For people to stop eating animals by providing the tastiest alternatives possible, akin in both texture and flavor to the meat products it seeks to replace. Heura’s vegan chicken for example has managed to become immensely popular, even amongst non-vegans.

We discuss the many reasons why cutting down on meat could be one of the most powerful ways for an individual to make an impact and talk about Heura’s vision for the future.

“We want to create not meat alternatives but meat successors”

We grill Bernat on all the obvious potential caveats:

  • What makes Heura products different from other plant-based meat substitutes?
  • Why do they come in plastic packaging?
  • What about the ingredients do Heura contain and are they not unhealthy?
  • What does an animal meat-free diet have to do with social justice?

Bernat Añaños Martinez is Chief Social Movement Officer and co-founder of Heura Foods, a company that creates plant-based meat products with a Mediterranean twist. 

The motivation driving him and the people at Heura seems simple at first glance: For people to stop eating animals by providing the tastiest alternatives possible, akin in both texture and flavor to the meat products it seeks to replace. Heura’s vegan chicken for example has managed to become immensely popular, even amongst non-vegans.

We discuss the many reasons why cutting down on meat could be one of the most powerful ways for an individual to make an impact and talk about Heura’s vision for the future.

“We want to create not meat alternatives but meat successors”

We grill Bernat on all the obvious potential caveats:

  • What makes Heura products different from other plant-based meat substitutes?
  • Why do they come in plastic packaging?
  • What about the ingredients do Heura contain and are they not unhealthy?
  • What does an animal meat-free diet have to do with social justice?

“Social justice is just inherent in the whole food system. (…) We can build a food system that is socially just.”

You can download the episodes of our podcast in audio format on all of the usual streaming platforms (Spotify, ApplePodcasts, you name it) or here.

Because we could only record this podcast in one language, we chose English in order to reach as many people as possible.

Emmeline is a communication expert who has worked in the agri-food and renewable energy industry for the last 8+ years. The newly minted podcaster is a huge foodie, a climate-change worrier (aspiring warrior) and she loves a good discussion almost as much as she loves dogs.

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Dr. Miguel Ángel Martínez-González author of the PREDIMED study talks to us about the “real” Mediterranean Diet, its components, and the use of extra virgin olive oil in preventative healthcare....

01 August 2022

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