Arthur's Food Company introduces a wide range of vegan products with their brand Veganya

December 5th, 2022

When asked why they choose to follow a vegan lifestyle, many will say it was "for the animals." The truth is that the world is becoming more aware of the unnecessary tragedies of animal husbandry as more news stories about its harsh methods are published. Yet, many people are astonished to learn that veganism is much more than simply a diet since they think it's just a way of eating. It’s an ethical commitment to cause as little harm as possible to the nonhuman animals we share the planet with. In fact, it appears that India is one of the foremost countries that has a lot of brands and startups looking at plant-based substitutes for packaged condiments, meats and other foods.

There’s no denying that India has become a major centre for the export of plant-based meats under the Veganya brand, thanks to Arthur Maurer, CEO and founder of the German sausage manufacturer Arthur's Food Company (AFC) and the German sausage and cold cuts retail brand Meisterwurst. Read on to know more about their intriguing history and latest offerings.

History of the brand and its rise to fame

Maurer, who is based in Bengaluru, took on the challenge of starting AFC, a food processing business for German sausages and cold cuts, employing German equipment and processing processes and standards, more than ten years ago. He claimed that HoReCa, a B2B company, has a devoted customer base that includes cold cut and sausage brands like Taj, Oberoi's, The Leela, and LuLu Group over time. According to Maurer, the market's competitors cannot provide the high calibre and dependability of their products. “We create it in India the same way we do in Germany, and we have over 100 exclusive pig and poultry products. We don't skimp on quality or hurry things forward. We import our spice blends from Austria," he continued.

The business, which first focused on B2B, transitioned to B2C five years ago and today operates five outlets, the most of which are in Bengaluru. D2C is notoriously challenging in India, but according to Maurer, Value overcame it by carefully monitoring his entire chain.

Environmental impact

Against the background of processing and production of meat products, one could no longer ignore the fact that animal agriculture harms the environment horribly. Everyone was forced to consider that sustainable plant-based diets are still far better for the environment than animal-based foods, according to a 2018 study that was published in the journal Science. Animal agriculture- in addition to being the main cause of species extinction, "livestock" production is currently the largest global driver of habitat degradation due to the significant amount of land that is destroyed for farmed animals. High levels of animal mistreatment, quickly developing human diseases, and an increase in natural disasters because of climate change are all problems we currently confront. In addition to providing some comfort from these issues, veganism also reveals ways to build a better future.

Vegans eat only plant-based foods and avoid including any animal products on their dishes, including milk, honey, and eggs. This makes veganism is a philosophy and moral stance that advocates treating nonhuman animals with respect. Once we keeping livestock out of our entertainment, products, food, clothing, and labour, the ultimate aim of veganism can be met, which is to minimise harm and hence brands like Veganya further this goal.

The ideation of Veganya

Maurer is an Indian vegan who was ready to use his know-how as a base to test his luck. Given the large vegetarian population and the long history of vegetarianism, he believes there is no better country than India to seize the vegan market. Therefore, he developed vegan food products utilising the newly-launched brand Veganya. “We want Veganya to become a well-known vegan brand in India,” he stated. He further added that they intend to launch imitation meat items made specifically for Indian consumers. Arthur Maurer promised that Veganya would become well-known throughout Germany as well.

Their intriguing vegan product offerings

Interestingly, 34 different products have already been released by Arthur's Food Company under their vegan brand, and it has partnered with major names in the food processing industry like Dr. Oetker, Ami, Kerry, etc. for R&D to broaden the portfolio and reach internationally.

For the uninitiated, vegan diets that focus on whole foods typically have great health advantages. If you want to try foods made completely with plant-based ingredients, think about introducing some mock meats in your meals and lacing them with vegan spreads and plant-based cheese or some of the exciting vegan range by Arthur's Food Company.