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."
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.
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.Reuse this content
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_.
Since you're here...
Plant Based News is a FREE service that receives millions of views each week on Youtube, Facebook, Instagram, Twitter, our weekly newsletter and this website. This takes a lot of our personal time, money and hard work. But we do it because we KNOW it makes a difference. If those following our reporting helped by contributing, we could do even more. Please consider supporting us so we can create further awareness about animal rights, environmentalism, ethical consumerism and the plant-based lifestyle. Not a false narrative - but information that empowers people to make better choices.