Redefine Meat: innovating plant-based meat alternatives with less environmental impact
Developing plant-based meat that is good for the environment and kind to animals
Redefine Meat Co-Founder and CEO, Eshchar, is a technology strategist by day, while both a passionate foodie and aspiring chef by night. After practicing law in the Supreme Court of Israel, Eshchar pivoted into the world of technology, leading the development and launch of various digital products, achieving accelerated innovation and creating new global businesses.
In 2018, he began the pursuit of his dream - to create the advanced technologies required to solve the most significant problem within the food supply chain and to completely transform the way meat is produced. Eshchar co-founded Redefine Meat with the mission to harness advanced technology, instead of animals, to build the world’s biggest meat company. Today, the company is embarking on a meat revolution, with over 200 employees in Israel and Europe, and category-defining products that are endorsed by leading chefs, butchers and vegans alike.
Redefine Meat believe that the world deserves New-Meat™, delicious plant-based meat that is good for the environment and kind to animals. Having studied the unique properties of animal meat and perfected cutting-edge technologies, Redefine Meat developed a wide range of high-quality products that provide the full sensory experience of meat, including flavor profiles, texture and aroma, without compromise.
Their portfolio spans minced meat products and premium muscle cuts, which are proudly served by leading chefs at hundreds of restaurants, hotels and other foodservice locations around the world. In less than 12 months since commercially launching in the UK, Germany, Netherlands, France, and Israel, today almost 1,000 food service locations are serving New Meat.
Outcomes and Impact
Redefine Meat’s rise to success has been rapid, and EIT Food has supported the company on its journey.
The company raised $6m in 2019, achieved a printing speed of 10kg per hour by 2020 and raised a further $29m in 2021. The funding has gone towards creating a state-of-the-art factory with large-scale printing facilities. The products hit the shelves in 2023, and today they are available across 9 countries, and in 2024 became available online in the UK and Switzerland.
Redefine Meat, is an EIT Food Accelerator Network alumnus and participated in EIT Food's RFS programme twice. It was the winner in the first year of the programme. Business growth since then has been transformational. Participation in RFS brought Redefine Meat better connections and exposure in Europe. Its visibility and reputation were enhanced and it was able to gain PR through its RFS involvement. The company anticipates growing its turnover to several hundred million euros in the next few years, though, it does not attribute this future growth to EIT Food.
For someone eating burgers twice a week over their lifetime, Redefine Meat estimates the carbon savings of moving to its meat as 43.5 tonnes of carbon dioxide-equivalent (CO2e) and water savings of 14,600 litres.
