50 Year Old Meat Company Pivots to Plant Based with Launch of Revolutionary NOBLE jerky®

Port Moody, Canada, March 19, 2018 --(PR.com)-- With over 50 years and 3 generations of family in the salami business, it would seem the future in the meat business was clearly laid out. Instead, being in the meat industry for so long gave the Urbani family a grim outlook on the sustainable future of animal based agriculture. Using their years of meat drying technical knowledge, along with some new developments in plant proteins, they developed NOBLE jerky®. A plant protein based jerky that has the taste, and characteristic tear and bite of slowly marinated and dried beef jerky.

“I wouldn’t compare NOBLE jerky® to other vegan dried meat replacements. It is a product developed with years of meat expertise that has never been applied to a plant product in this way before,” says CEO Claudio Urbani.

“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. 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.”