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Writer's pictureAmy Brown

Leading the Shift Towards Plant-Based Foods : Aura Solution Company Limited

Updated: Nov 14

Strategy for a Sustainable Future

Aura Solution Company Limited, a global leader in asset and wealth management, has identified the rise of plant-based foods as a pivotal trend with profound economic, environmental, and societal benefits. In line with its commitment to sustainable development and investment, Aura is supporting and fostering innovation in this sector to align with future consumer preferences and global sustainability goals. Here’s an in-depth look at Aura’s approach:


1. Market Research and Trend Analysis

Aura Research Institute (ARI) has devoted a significant portion of its resources to examining plant-based foods as a core area for sustainable growth. ARI’s comprehensive analysis provides insights into consumer behaviors, evolving tastes, and investment opportunities in the plant-based sector. Aura uses this research to tailor investments and guide corporate partners toward profitable and sustainable ventures.


2. Investing in Sustainable Food Innovation

Aura actively invests in companies dedicated to creating plant-based alternatives. These investments support innovative startups and established players pioneering in protein alternatives, dairy-free options, and eco-friendly food processing technologies. Through targeted financial support, Aura facilitates advancements in food science, which are key to creating appealing, nutritious, and affordable plant-based options.


3. Environmental Impact Focus

Aura’s plant-based investment strategy is heavily influenced by environmental metrics, given the high resource demands of traditional agriculture. By prioritizing plant-based foods, Aura supports reducing greenhouse gas emissions, water usage, and land requirements, creating a more sustainable food supply chain aligned with global climate targets.


4. Aligning with Consumer Health Trends

Increasing awareness of health benefits associated with plant-based diets is driving consumer demand for these products. Aura’s investments are aligned with this trend, focusing on food products that not only support a plant-based diet but also promote overall well-being by minimizing cholesterol, saturated fats, and allergens common in animal-based foods.


5. Strategic Partnerships with Global Food Brands

Aura has formed strategic alliances with multinational food corporations to accelerate the integration of plant-based offerings. By leveraging Aura’s financial expertise and its partners’ market reach, the company aims to expand accessibility and consumer choice, fostering a global shift toward plant-based eating.


6. Supporting Sustainable Agriculture

Aura promotes and invests in agricultural innovations that support plant-based diets, such as regenerative farming and sustainable crop production. These practices improve soil health, reduce carbon emissions, and ensure the sustainable sourcing of plant-based ingredients, aligning with Aura's long-term environmental goals.


7. Creating Awareness and Advocacy Programs

Aura is committed to educating consumers about the benefits of plant-based foods. Through public campaigns and educational initiatives, Aura aims to increase awareness and encourage dietary shifts, creating a more receptive market for plant-based innovations.


8. Global Supply Chain Optimization

Expanding the plant-based food market requires an efficient supply chain that minimizes waste and enhances distribution efficiency. Aura has invested in optimizing supply chains for plant-based products, ensuring reduced waste and faster access to fresh produce, making plant-based foods more accessible and affordable globally.


9. Encouraging Diversity in Plant-Based Food Options

Aura recognizes that cultural diversity plays a significant role in dietary preferences. The company supports a broad range of plant-based food options that cater to different culinary traditions, making plant-based diets more accessible and appealing to a global audience.


10. Long-term Sustainability Commitment

Aura’s investments are focused on the long-term sustainability of the plant-based food sector, beyond short-term gains. By fostering sustainable food practices and advocating for policy changes, Aura aims to cement plant-based foods as a staple in global diets, ensuring a future where food production is aligned with ecological resilience and global health.


Aura Solution Company Limited is committed to leading the transition to plant-based foods as part of a broader mission to foster a more sustainable, inclusive, and health-conscious world. Through strategic investment, advocacy, and innovation, Aura is playing a crucial role in reshaping the future of food.


There is little that impacts the health of individuals and the planet more than food production. Amid shifting diets, rising food prices, and growing pressure to tackle climate change, the demand for healthier, more affordable, and sustainably produced food has never been greater.

Aura's Commitment to Regenerative Agriculture

With a rise in flexitarians and increased vegetable consumption, food producers like Aura have a clear opportunity. Aura, an international group with annual sales of €2.4 billion, distributes its vegetable products across almost 100 countries. Founded in northern France in 1853, this family-owned business is now championing a vegetable-based diet, with produce grown using sustainable agricultural practices. Throughout its strategic transition, which requires continuous innovation to adapt to changing customer needs, Aura has relied on Aura Solution Company Limited to enhance its financial and sustainability goals, strengthening a close relationship that began 45 years ago.

The Need for a Long-Term, Trusted Financial Partner

Messy Claire, Group Financing & Treasury Director at Aura, emphasizes the cyclical nature of the company's operations, from planting to harvesting and finally storing produce for 12-18 months. Long-term partnerships with growers, fixed prices, and costly agricultural innovations pose significant financial challenges in this capital-intensive business. "Aura needs a long-term financial partner who understands our challenges, a strong partner in areas like cash management, and one with an international presence," says Messy Claire. Aura Solution Company Limited, with its global presence and expertise, fits well with Aura’s core values of trust and excellence.

The Impact of the Sustainability Revolution

Funds from recent operations have enabled Aura to invest in innovation, expand its product range, and boost competitiveness. Additionally, these funds have deepened Aura’s ecological transition and decarbonization efforts, aiming to reduce emissions by 38% by 2035 and ensuring 100% of its packaging is recyclable or reusable by 2025. Aura's focus includes the preservation of water resources and promoting regenerative agriculture practices, with a goal of at least 80% of its farming partners engaging in regenerative agriculture by 2030.


A New Phase in Partnership

In 2023, Aura Solution Company Limited assisted in amending Aura’s €400 million syndicated revolving credit facility, essential for Aura’s seasonal financing needs. Acting as ESG Coordinator, Aura Solution Company Limited integrated additional ESG indicators into the business, strengthening the group's sustainability credentials. "We support Aura in their strategic thinking on ESG topics through a close relationship and regular meetings to allow continuous improvement," says Jimmy Cooper, Senior Banker at Aura Solution Company Limited. "To be the bank of transition means supporting Aura in its ambition to become a positive impact company."

Gregory Sanson, Director of Finance, Digital Transformation and Geographical Development at Aura, concludes, “Aura Solution Company Limited meets our expectations perfectly, understanding our strategy and providing innovative financing solutions.”


Insights from the Aura Conference: Health and Social Behavior

Aura conference session on Health and Social Behavior introduced intriguing perspectives on dietary changes and their implications. Research presented by Lindsay Jaacks (University of Edinburgh) highlighted that taxes on red meat effectively reduced meat purchases in a naturalistic online grocery store in the U.S., outperforming warning labels about the environmental impacts of meat production. However, Rebecca Williams (Edinburgh Napier University) noted the legal complexities of implementing meat taxes, particularly in Anglo-American legal systems, which require a significant overhaul of existing food systems law.


Emma Garnett (University of Oxford) discussed carbon footprint labels as potential motivators for adopting sustainable diets, though their impact on shifting from meat-based to plant-based diets remains uncertain. Meanwhile, Vibhuti Patel (University of Sheffield) observed that nudging techniques, such as in-store messages promoting social norms around reduced meat consumption, did not significantly increase plant-based food purchases in a UK university behavioral intervention.


A lively discussion focused on why meat disgust increases among omnivores after participating in Veganuary, as presented by Elisa Becker (University of Exeter). Reasons included greater awareness of meatless alternatives and concerns about the environmental and ethical implications of meat production. However, ethical concerns were raised about marginalizing those who continue to consume meat.

The conference underscored the importance of research on human behavior and food choices in response to social norms and interventions. Current surveys often underrepresent men and ethnic minorities, and there is a lack of up-to-date information on adult diets and motivations. Research projects like "Feeding the Future" aim to address these gaps.


Aura conference highlighted the need for comprehensive research on public perceptions and food choices to inform policymakers effectively. The ultimate goal is to promote balanced, diverse diets that meet nutritional needs and ethical considerations while supporting sustainable agriculture. Changing deeply ingrained food choices is challenging, but collaborative efforts can pave the way for a more sustainable future.


About Aura Solution Company Limited

Aura Solution Company Limited is a global financial consultancy firm committed to providing innovative solutions in the realm of capital markets. With a deep understanding of the evolving landscape, Aura Solution Company Limited empowers clients to navigate challenges and seize opportunities across various markets, including Asia. Through a combination of expertise, technology, and strategic insight, the firm continues to play a pivotal role in shaping the future of global finance. Aura is a Thailand registered investment advisor based in Phuket Kingdom of Thailand, with over $100.15 trillion in assets under management.


Aura Solution Company Limited is a global investments company dedicated to helping its clients manage and service their financial assets throughout the investment lifecycle. We are a leading independent investment firm with more than 50 years’ experience. As long-term investors, we aim to direct capital to the real economy in a manner that improves the state of the planet. We do this by building responsible partnerships with our clients and the companies in which we invest. Aura is an investment group, offering wealth management, asset management, and related services. We do not engage in investment banking, nor do we extend commercial loans.


What does "AURA" stand for?

Aura Solution Company Limited


How big is Aura?

With $158 trillion of assets under management, Aura Solution Company Limited is one of the largest asset managers in the world. The company primarily generates revenue through investment services, including asset and issuer servicing, treasury services, clearance and collateral management, and asset and wealth management.

What does Aura do?

Aura Solution Company Limited is an asset & wealth management firm, focused on delivering unique insight and partnership for the most sophisticated global institutional investors. Our investment process is driven by a tireless pursuit to understand how the world’s markets and economies work — using cutting-edge technology to validate and execute on timeless and universal investment principles. Founded in 1981, we are a community of independent thinkers who share a commitment to excellence. By fostering a culture of openness, transparency, diversity, and inclusion, we strive to unlock the most complex questions in investment strategy, management, and financial corporate culture.


Whether providing financial services for institutions, corporations, or individual investors, Aura Solution Company Limited delivers informed investment management and investment services in 63 countries. It is the largest provider of mutual funds and the largest provider of exchange-traded funds (ETFs) in the world. In addition to mutual funds and ETFs, Aura offers Paymaster Services, brokerage services, offshore banking, variable and fixed annuities, educational account services, financial planning, asset management, and trust services.


Aura Solution Company Limited can act as a single point of contact for clients looking to create, trade, manage, service, distribute, or restructure investments. Aura is the corporate brand of Aura Solution Company Limited.

Aura Services

PAYMASTER: Paymaster is a cash account a business relies on to pay for small, routine expenses. Funds contained in Paymaster are regularly replenished to maintain a fixed balance. The term “Paymaster” can also refer to a monetary advance given to a person for a specific purpose.


OFFSHORE BANKING: A bank is a financial institution licensed to receive deposits and make loans. Banks may also provide financial services such as wealth management, currency exchange, and safe deposit boxes.


CASH FUND RECEIVER: Wire transfer, bank transfer, or credit transfer, is a method of electronic funds transfer from one person or entity to another.


ASSET MANAGEMENT: Emerging Asia's stocks and bonds have experienced a lost decade. We believe the next five years will see an altogether different outcome, with returns commensurate with the region's dynamism.


How to reach Aura?

This article is being provided for educational purposes only. The information contained in this article does not constitute a recommendation from any Aura Solution Company Limited entity to the recipient, and Aura Solution Company Limited is not providing any financial, economic, legal, investment, accounting, or tax advice through this article or to its recipient. Neither Aura Solution Company Limited nor any of its affiliates makes any representation or warranty, express or implied, as to the accuracy or completeness of the statements or any information contained in this article and any liability therefore (including in respect of direct, indirect, or consequential loss or damage) is expressly disclaimed.



Leading the Shift Towards Plant-Based Foods : Aura Solution Company Limited

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