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.

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"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.

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NOBLE Jerky can be purchased

in Canada, the US, and internationally through retailers Amazon, Vegan

Essentials, and MEC.