Fixing the Most Broken Industry: Marc Coloma on Food, Tech & Change

In this episode of the FoodTech Junkies Podcast, Sharon Cittone sits down with Marc Coloma, CEO and co-founder of Heura, to explore the intersection of activism, innovation, and food system transformation. From his early roots in social justice to building one of Europe’s fastest-growing plant-based food companies, Marc shares the driving forces behind Heura’s mission to fix what he calls “the most broken industry in the world.” They unpack the inefficiencies of traditional animal agriculture, the power of tech-enabled alternatives, and the urgent need for policy reform. Marc also addresses the consumer myths still surrounding plant-based foods and how Heura is working to shift both perception and policy.

Whether you’re a foodtech founder, policymaker, or just curious about the future of protein, this episode offers insight, clarity, and inspiration.

Timestamps

[00:27] Marc shares his journey from grassroots activism to entrepreneurship, and how that path led to founding a mission-driven food tech company.

[04:02] They unpack the true cost of our current food system and how Heura is working to address those inefficiencies.

[07:58] Marc speaks candidly about the challenges facing the plant-based industry, from consumer misconceptions to navigating media narratives.

[15:33] He offers a look into the innovations driving Heura’s product development and where he sees the category heading next.

[26:52] The conversation turns to the policy landscape and why structural change is just as critical as product innovation.

[33:04] They also explore how technology—from fermentation to AI—is accelerating the protein transition.

[45:33] In a quick-fire lightning round, Marc shares his hot takes on the most promising trends in food tech.

[48:55] The episode wraps with final thoughts and how listeners can stay connected.

From challenging Big Meat to advocating for a fairer food system, Marc Coloma brings bold thinking and sharp insights to the mic.

About Marc Coloma

CEO, Co-founder and food activist at Heura Foods

 Marc Coloma is food activist and CEO at Heura. Born in Barcelona in 1991, Marc has been involved in social activism since he was just 16 years old. In 2015 he decided to take part in an entrepreneurship program to create solutions to the problems in the current food system. His aim was, and is still to bring attractive solutions, and thus make livestock obsolete. In 2017, after extensive research, Heura was created and launched into the Spanish Market, with the mission to contribute to the construction of a net positive and healthier food system.

To date, Heura has positioned itself as the fastest-growing plant-based meat company in Europe and the market leader in Spain, with a 26% market share. Heura also leads in consumer acquisition, not only being the brand with the highest penetration but also with the highest repeat rate (50%).

In the last seven years Heura has not only stood out for the development of vegetable meat products but also for being a technological leader, with 25% of its workforce (out of a total of 100) dedicated to R&D. This has led to the creation of the Good Rebel Tech technology platform in order to develop technologies aimed at solving current technological limitations and increasing the nutritional value, naturalness, taste and sustainability of all the company's products.

The work in this field has culminated in the development of the first patent in April 2023, which has obtained a positive opinion report from the European Patent Office.

Marc Coloma's contribution to transforming the food model has been recognized by several organizations. In 2018, he received the CVC Young Innovator Award. In 2019, Forbes recognised him as the best entrepreneur of the year, and the magazine Emprendedores and AIJEC named him the best entrepreneur of the year. In 2021, Marc and Bernat were named to Forbes' “100 other fortunes” for their positive impact on the world.