Israel: Redefine Meat hires CPG veterans to lead European expansion

  • 18 October 2021
Foodtech start-up taps Strauss Group and own advisory board for industry talent to drive ambitious growth plans
Redefine Meat during product tasting in Israel
Redefine Meat has been quality testing its product line in Israel, ahead of its European launch

Israeli foodtech start-up Redefine Meat has hired ex-Nestle MD Edwin Bark as its SVP and general manager for EMEA and former Strauss Group export director Adrian Sagman as global sales and business development director.

The 3D-printed alt-protein meat manufacturer has beefed up its executive team in preparation for its expansion into Europe.

Bark, who sat on the Redefine Meat advisory board for three years, has an extensive background in FMCG operations, and has also acted as an advisor for cellular meat company Future Meat Technologies.

Bark spent three years as MD at Nestle between 2015 and 2018. He was also a director for CPG behemoth L’Oreal between 2008 and 2011.

He most recently served as CEO for UK plant-based meat business Plant&Bean.

Bark will lead Redefine’s upcoming commercial launch in Europe as the company makes its first move outside of Israel.

The SVP will also be responsible for building the organisational infrastructure of the European business and driving the go-to-market strategy.

Meanwhile, Sagman spent nine years in various leadership roles at Unilever before joining free-from chocolate maker Carmit Candy Industries as VP for international sales, marketing and business development.

Sagman’s role will be to introduce new product categories to the business, build global partnerships and drive sales.

“I can genuinely say that what Redefine Meat has achieved so far is nothing short of revolutionary. I’m already hard at work to ensure the European business is set up for success and have no doubt that New-Meat will disrupt the disrupters,” Bark said about his move to Redefine Meat.

Sagman said: “Redefine Meat perfectly aligns with my experience of expanding businesses into new territories and creating market demand. But there is also something special about this company: the quality and diversity of meat products, the technological innovation behind it and the inspirational team at the helm.”

Back in July, Redefine Meat CEO Eshchar Ben-Shitrit told NutritionInvestor it was expanding its product portfolio and quality testing with leading chefs in Israel.

Future plans include moving into the US and Latin America.