Vegan Company Heura Uses Bullfighting Arena as Venue for Launch of New Vegan Meats

Heura, a Spanish vegan meat company, converted a bullfighting arena into the launchpad for their plant-based meats, finally, putting the arena to good use after all of the cruelty that had occurred there.

The event was in celebration of Heura’s new plant-based sausage and chorizo products, which are made from their own plant-based pork recipe. The owners behind Heura want to respect tradition by including traditional Spanish flavor in their products. However, their choice of venue for the plant-based celebration sent the powerful message that they can’t respect cruel traditions like bullfighting.

Heura co-founder and CEO Marc Coloma said, “A cycle of injustice can be obliterated once people refuse to follow the status quo and start standing up for what they believe in. Society found a way to transform La Monumental from a place of barbaric animal abuse to an amazing platform for an evolved form of entertainment. As the tides shift and the plant-based protein movement continues to make animal-based meats more and more obsolete, Heura recognizes that the power sits with the people, and we ask the world to make their voices heard.”

Activism lies at the heart of this company, which is why Coloma has also taken it upon himself to reach out to people who can make a difference. Thus, he also contacted the Spanish Prime Minister and the UK Prime Minister about a plant-based diet and climate change.

It is companies like this that will help to encourage the new generations to pick a better, more ethical path.

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