From veganfoodandliving.com
Vegan meat brand Heura has opened a travelling plant-based butcher in France, offering its products in branches of major supermarket Leclerc.
The Spanish company opened its first outlet at the Leclerc Saint Brice Courcelle in Reims from May 21-25. It then moved to Leclerc Levallois Perret on May 28, where it will be open until June 1. The next pop-up will open in Leclerc Clichy on June 3, shutting its doors on June 8. Heura will then move its plant-based butcher to more stores over the coming months.
The brand’s products have been available in France (which marks its second-biggest market after Spain) since 2021, and are now sold at more than 1,500 outlets across the country.
The news comes after the French government reversed its ban on plant-based meat names, clearing the way for Heura to load its roaming butcher shop with transparently-named plant-based products.
Heura's plant-based meats are presented just like you'd expect to see on a traditional butcher's counter. Photo © Heura
Heura plant-based butcher
Some of the ‘meaty’ products on offer at the Heura pop-up plant-based butcher are vegan burgers, mince, nuggets and ham among others. As well as offering its wares to plant-curious customers, Heura Head of Plant-Based Cuisine, Chef Clément Werbrouck, will be giving cooking demos, showing how to use plant-based meat in traditional French dishes.
Marc Coloma, CEO and co-founder of Heura, said in a statement: “As a champion of Mediterranean, healthy, and plant-based cuisine, Heura is proud of the positive impact we have had in France since our arrival three years ago, a testament to the universal appeal of our products. This recognition inspires us to continue innovating and implementing initiatives such as the plant-based butcher shop that allow us to interact directly with our consumers, strengthening our connection with them.”
The brightly-coloured pop-up shop stands out in the centre of the supermarket, drawing shoppers' attention to the vegan butcher's shop. Photo © Heura
‘Butcher shops can be plant-based’
Revealing more about Heura’s future plans in a post on LinkedIn, Heura’s Head of Content & Social Laurent Gubbels, said: “Something that saddens me as a vegan is seeing so many butcher shops close their doors over the past few decades.
“This leads people to believe that eating plant-based means giving up meat, feeling deprived, and facing restrictions. It’s the opposite, you can eat more meat. Knowing that half of the French butcher shops have closed in the last twenty years, we at Heura Foods decided to make a change. We opened four temporary butcher shops in France and Spain to demonstrate that butcher shops can be plant-based.
“We launched in Barcelona last year, in Reims last week, and now in Paris! You can visit us at Leclerc Levallois-Perret this week and Leclerc Clichy next week to see first-hand the future of butcher shops.”
https://www.veganfoodandliving.com/news/heura-opens-plant-based-butchers-france/
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