From November 20 to December 19, five Russian cities took part in the Hiburger Tour – the great green Healthy Innovation journey. Thanks to the project, several thousand people tried Hi! plant-based burgers and milk for free and learned that plant-based nutrition is not just healthy, but tasty too.
The Hi! team isn't stopping there and is starting a network of stationary food trucks with the Food of the Future.
Two pilot Food of the Future venues are already open in Krasnogorsk's Pavshinskaya Poima park in the Moscow region and the Arkhyz resort in Karachay-Cherkessia. The third location will be St. Petersburg.
At the start of the project, it is planned to organize the network in four Russian cities with a single, completely vegan menu. Food of the Future trucks offer a classic Hiburger, a bunless Hiburger with iceberg lettuce, sweet potato fries, salad, tea and coffee with plant-based Hi! milk and more.
Almost the entire Hi! plant-based meats range is on the menu. In addition to burgers, it includes Higgets, Hiballs with rice or in tomato soup and Hibeef mince in a kebab or shawarma.
The food truck chain began operating ahead of the New Year holidays but is conceived as a permanent project.
Member of the Board of Directors of EFKO
Sergey Ivanov
There were many reasons why the arrival of the food truck could get lost on the local agenda and become a vegan/vegetarian-only event, from weather to organizational obstacles. In one of the cities, by decision of the administration, the event was canceled literally on its eve. Nevertheless, hundreds of people tasted Hiburgers in each city.
We realized that this format is in demand not only among adherents of plant-based nutrition. For everyone! For those who want to eat conscientiously. For families and casual passers-by. We decided to go for an experiment and start what is essentially the first retail project in EFKO's history.