As a company and as a team of people, we firmly condemn the genocide against the Palestinian people.

We stand for human rights and the rights of other animals wherever they are violated.

Heura does not finance or support in any way the genocide in Palestine. We have no Israeli capital, we do not operate or sell products in Israel, and we remain committed to keeping it that way.

There is no debate here: what drives us is building a fairer world. That’s where we have always stood. This commitment is reflected in our bylaws, our actions, and our ongoing collaborations with organizations that defend interconnected causes for a better future.

KKR has not invested in Heura and does not profit from it. Our relationship is with a group of investors from Upfield who invested through their own fund, made up of individuals committed to accelerating the transition toward a fairer and more sustainable food system.

We do not distribute profits and fight every day to sustain our mission, so that what we eat becomes less part of the problem and more part of the solution.

Unlike many companies, we have always been transparent about our chosen funding channels. In 2023, Upfield made an investment in Heura. During the first half of 2025, KKR’s ties to the genocide in Palestine became public, and since then we have closely followed its active process of divesting from Upfield through the fund, something that has already been reported in various media outlets.

Heura is not owned by Upfield. Heura belongs to more than 10,000 investors. The people who took part in our crowdfunding own a much larger share of the company than Upfield, whose stake is very small (8%).

We commit to being more assertive and clear. As always, this is a moment to learn and improve. If at any point our message has not been clear enough, we take responsibility and reaffirm our commitment to always communicate transparently.

We’ve set up the email address social@heurafoods.com to directly address any additional questions you may have about our position.

We believe in community criticism as a driving force for change and trust that such accountability will be applied consistently to all companies, so that consumption can become a fair and effective tool.

If you have any questions, don’t hesitate to reach out.

From the heart, and by conviction. 💛