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When a billboard went up in Madrid earlier this year displaying the word “carne” (Spanish for meat), it triggered a lawsuit. What appeared to be an innocuous ad for burgers led animal meat associations to fight against the company behind the billboard—plant-based food brand Heura Foods—claiming it had no right to call its products “meat.”
Meat has become a loaded term, especially in Europe, where consumers eat twice as much as the global average and many culinary traditions center around it.
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