Eshchar Ben-Shitrit: Redefine Meat
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.
