RedefineMeat.com - New Meat, No Compromise, Oct. 6, 2023; Guy Raz, How I Built This (NPR, 10/15/23); Ananda (Dharma Buddhist Meditation), Seven (eds.), Wisdom Quarterly
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| Ayala Meidan Rimoni of the vegan company Redefine Meat (© RedefineMeat.com) |
“Our new-meat is a ‘hero item’ on menus, appealing to meat lovers and vegans”
Israel’s Redefine Meat is known for its unique “new-meat” technology, said to be able to replicate any cut of meat in plant-based form.Since the meat alternatives launched commercially in 2021, they have received extensive praise — including from Michelin-star chefs — with the company raising a huge $135 million to expand globally.
Redefine Meat has gone on to partner with Europe’s largest meat importer, Giraudi Meats, allowing for an expansion across multiple countries.
The brand is now available at numerous restaurants Europe-wide, adding a record 70 new food service customers during this year’s Veganuary campaign alone.In the United Kingdom, Redefine Meat has joined forces with gourmet food distributor Classic Fine Foods to make its products available at high-end restaurants across the country.
GlobalMarketing Manager Ayala Meidan Rimoni told us more about the company’s ongoing expansion and innovations.
Which products are available for hospitality and food service and where?Redefine Meat’s portfolio of new-meat products is unique in today’s market, both for stand out quality and moreish taste, and how extensive the range is, especially compared to other brands.
We have two lineups, one catering for retail and the other Redefine Pro Series for food service, which currently includes over ten products.
Together with our brand-new category of pulled meats, launched late last year, these include the Redefine Premium Burger, Lamb Kofta, Beef Mince, Pulled Beef, Pulled Pork, Bratwurst, Merguez Sausage. and Beef Flank.
©Redefine Meat
Redefine Meat is already available at close to 4,000 outlets across Europe and Israel, ranging from restaurants and steakhouses to hotels, cafes, and more.
More recent additions include established nationwide chains like The ASH in Germany, the steakhouse chain Loetje in the Netherlands, and the popular craft brewery BrewDog in the UK.
For a full list of locations, see here...
