An Israeli startup is hoping to establish its products as an alternative to conventionally produced meat. Redefine Meat has struck a partnership with importer Giraudi Meats to drive European distribution of its 'New Meat' steak cuts
Redefine Meat, which makes its products from ingredients including soy and pea proteins, chickpeas, beetroot, nutritional yeasts and coconut fat, has ambitious plans.The physical attributes of 3D printed plant-based vegan meat produced by Israeli start-up Redefine Meat are compared with traditional meat in a laboratory in Rehovot, Israel October 6, 2022.
"The fact that our products are now being sold by Giraudi Meats, the same people who sell high-quality meat, shows that they are not compromise vegan products," he said. Ben-Shitrit said Redefine Meat was launching tenderloin and striploin steaks and their adoption by chefs in expensive restaurants proved their quality.
With Giraudi's help, it will launch its products at restaurants and butchers in France this month, then in Italy, Greece and Sweden later this year, and in dozens more countries next year. Its New Meat is currently available in Israel, Britain, the Netherlands and Germany in almost 1,000 restaurants that are currently paying about $40 per kilo for Redefine Meat's steak cuts, Ben-Shitrit said.Reporting by Silke Koltrowitz in Zurich and Lee Marzel in Tel Aviv; Editing by Kirsten Donovan
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