Alternative-meat products will soon be dished up in the country’s butchers and restaurants, as Charles Wheeldon reports
Redefine Meat during product tasting in Israel
Redefine Meat at the product tasting in Israel

Israeli alternative-meat start-up Redefine Meat has formed a strategic partnership with meat distributor Best Meister, which will deliver the company’s products to the country’s restaurants and high-end butchers within the first half of this year.

Based in Rehovot, a city 20 kilometres south of Tel Aviv, Redefine Meat produces a range of animal-free meat alternatives using natural and sustainable ingredients. The foodtech start-up manufactures using proprietary 3D-printing technology.

To kick-off their relationship the two companies set up a carnivore-branded food truck in a small suburb of Tel-Aviv for two days of tastings. The truck provided staple Mediterranean meat foods, cooked to order, which were in fact Redefine Meat’s product.

The meat was served with few or no condiments and extras to gauge customers’ reactions to its appearance, flavour and texture. The truck dished up almost 1,000 servings to 600 customers, 90% of whom gave the product the thumbs up for taste, texture, and mouthfeel.

All the takings were donated to local restaurants badly affected by the Covid-19 pandemic.

Eshchar Ben-Shitrit, co-founder and chief executive of Redefine Meat said: “We believe alt-meat should taste as good as animal meat – simple as that. Redefine Meat has achieved that with every product it has put to the test, transitioning the alt-meat conversation from health and sustainability and the view that ‘this is really close’ to ‘wow this meat is super delicious’.

“The incredible results of the food truck exemplify this. What this has shown is that meat lovers can enjoy our alternative meat because it tastes and feels like meat – not solely because it is better for the environment or animals.”

Video reviews the tasting event of Redefine Meat in Israel

Ori Zaguri, Best Meister’s chief executive, added: “We’ve been excited by Redefine Meat’s unique alternative meat offering for a while, but the food truck event cemented it for us. Not only was consumer feedback overwhelmingly positive but Redefine Meat’s technology will also provide us with the scale to create a wide variety of quality meat cuts for our customers on-demand from one single source.

“We believe the mass meat-eater market is ready for alternative meat of this quality and we are excited to be the first to deliver it to them.”

Date published: 21 January 2021

Continue reading

Subscribe to get unlimited digital access.


Already a subscriber? Login