Heura, a company dedicated to providing plant-based nutrition, has collaborated with schools to educate children about the benefits of opting for plant-based meat. According to Marc Coloma, CEO and co-founder of Heura, introducing the advantages of plant-based eating from a nutritional standpoint is crucial. Plant-based proteins not only excel in nutrient density but also provide fewer calories, less fat, and sugar, while offering more protein, iron, B12, and dietary fiber.
Heura’s program aims to do more than just provide an alternative to meat; it aims to offer a substitute that surpasses meat in many aspects that matter. Coloma highlights that the majority of European kids are not consuming sufficient fruits and vegetables. By introducing plant-based foods early on, healthy habits and behavioral change can be encouraged. This initiative gives the community an opportunity to try “meat successors” that are not only nutritionally and environmentally superior but also breaks stereotypes about taste and shows them that there are various ways to enjoy the foods they love.
Education also plays a key role in Heura’s program. The company has conducted training workshops and provided written and video materials on the benefits of consuming plant-based meat. Additionally, school staff have received extensive training sessions led by Heura’s Culinary Team and external partners, including Mireia Porta, Nutritionist for Football Club Barcelona. These efforts provide crucial information about ingredients and the significance of plant-based diets, ensuring the best cooking and culinary experiences with Heura products.
Looking ahead, Heura plans to expand its program to 550 schools in Iberia and eventually extend it to key regions in Europe, such as France, Italy, the UK, and DACH (Germany, Switzerland, and Austria).
In Spain, the popularity of plant-based diets is growing, providing a favorable landscape for Heura’s mission to establish itself as a ‘successor’ to meat. The EU-funded Smart Protein Project reveals that 30% of Spanish consumers identify as flexitarians, with 6% following a plant-based diet. Moreover, approximately 47% of Spanish consumers express their willingness to purchase plant-based meat, with specific demands for more plant-based burgers, chicken alternatives, mincemeat, and fish sticks. Rice, potatoes, and almonds are among the favorite plant-based ingredients in Spain.
