Meat Company Launches Vegan Jerky, Calling Animal Agriculture ‘Inefficient’

Urbani Foods' CEO says the aim is to 'slowly reduce our dependence on meat'
Noble Jerky is available in four flavours and can be purchased internationally (Photo: Instagram)

Canadian meat company, Urbani Foods, has created a vegan jerky - in the hopes of steering consumers away from animal products.

The 50-year-old company's CEO Claudio Urbani made a statement about the surprising business move - explaining why Urbani is taking steps toward edging out the very industry the company was built on.

"Sustainable agriculture means providing healthy food to the entire population, and the inefficiencies in raising an animal for food mean that it is not feasible to meet this goal going into the future."

NOBLE Jerky is a tempeh-based product (Photo: Instagram)

'Identical' alternatives

Urbani added: "The only way to convince the meat-eating population, and slowly reduce our dependence on meat, will be to provide alternatives that are identical in taste and texture, and we think NOBLE jerky is a step in the right direction."

The 'plant-based superfood' is which Urbani said was 'developed with years of meat expertise' is made from tempeh, and available in teriyaki, chipotle, sweet BBQ, and original flavor.

NOBLE Jerky can be purchased in Canada, the US, and internationally through retailers Amazon, Vegan Essentials, and MEC.

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PBN Contributor:

Emily Court is a passionate ethical vegan from Eastern Canada. She is a Challenge 22 Mentor, Digital Writer, and experienced animal advocate driven by issues of animal liberation and social justice. She studied at Dalhousie University, where her thesis highlighted intercultural and gender relations. She is an established public speaker, writer, and world traveller with a drive to provide a voice to those who might not otherwise have one. You can follow her on Instagram @emily.j.court or on Twitter @_EmilyJCourt_.

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Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself. 

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