We live in an age when new food technology companies appear almost daily, and one of them, Redefine Meat, has set itself an unprecedented goal. Established in 2018 by Eshchar Ben-Shitrit Redefine Meat’s goal is to develop plant-based meat which cannot be distinguished from conventional animal-based plant-based. Through cutting-edge technology, hence developing plant-based meat, the company aims to offer an ethical, satisfying, and eventually sustainable solution. As a producer of whole individual muscles, Redefine Meat has recorded a favorable adoption by chefs, restaurants, and customers who are searching for quality plant-based meat alternatives.
About the Founders
The CEO and co-founder of Redefine Meat Eshchar Ben-Shitrit has both technical background and a gastronomical vision for the product. Ben-Shitrit also holds a degree in mechanical engineering and robotics, and before joining the food sector, he tested his knowledge at various hi-technologies companies. He said that when he founded Redefine Meat, the idea was to make a huge difference to animal farming worldwide. He has brought leadership part in the growth of the company and its capability to appeal to investors of this caliber.
Another co-founder of the company is Adam Lahav, who is the Chief Business Officer of the company he has a great experience in business development and strategic partnership. Lahav has deep connections and excellent analytical skills which have helped Redefine Meat to secure vital partnerships in the food sector. Due to his excellent insight into market demands and consumer trends, the company has continued to stay relevant as it also taps more markets across the globe.
That background is Redefine Meat’s strength because it is founded and run by individuals with technical skills, business acumen as well as innovative experience in the culinary business to push the traditional meat industry to a new level in a plant-based industry.
About the Problem Redefine Meat Solves
Meat consumption remains on the rise, and the increases predicted in demand for meat around the globe in the future decades show that. This increasing demand poses major environmental challenges: meat production contributes about 15% to the global levels of greenhouse gas emissions, uses water and land, and is a cause of deforestation. Moreover, the vital ethical issues associated with intensive farming have led to a new philanthropic approach to food production.
To address these problems, Redefine Meat proposes to create plant-based meat products with the same organoleptic properties as animal meat but with more cooking applications. In contrast to most other plant-based products targeting ground meat or processed goods, Redefine Meat has targeted whole cuts such as steaks or roasts for which substitutions until now were linked with considerable compromises.
The company’s plan is quite simple, to offer consumers appetizing healthier non-conventional animal-protein-based products while positively influencing the global carbon footprint, animal welfare, and the taste buds of consumers.
The Technology That Underlies Redefine Meat
Redefine Meat, therefore, attributes its success to its flagship technology. The firm applies food science and technology, innovative 3D food printing, and artificial intelligence to develop plant-based meats with similar textures and tastes as animal-based meat.
Key Technological Components
Advanced Food Science: Finally, at Redefine Meat, their R&D has invested time to learn from animal-based meat fiber to find plant-based equivalents that mimic the characteristics of animal meat based on the composition of fibers. By using the proper type of plant proteins, fats, and natural flavors, the company was able to develop a product that closely mimics the juiciness, richness, and texture of real meat.
3D Printing Technology: Arguably Redefine Meat’s most impressive breakthrough is the incorporation of precise high-definition 3D printing technology to emulate the texture of animal muscles, fat, and tissues. This innovation allows for the cutting of whole muscles with a realistic tissue pattern, differentiating redefined meat from competitors, who mostly sell ground or further processed products.
AI-Driven Optimization: The company uses AI to optimize its operations, enhance the quality of its products, and create new products with more added value. In essence, through the current consumer feedback and market trends, Redefine Meat refined its products in the market to meet the ever-demanding consumer palate.
Thus, the usage of this technology combined with the knowledge about the meat allows Redefine Meat to produce products that are tremendously similar to traditional meat and can legally be called an alternative for meat enthusiasts who decided that they no longer want to harm the planet, but still want their dinners to taste and feel like a real steak.
We talk about funding in the way an organization funds a start-up company, or regarding the investors and turnover.
Indeed, the whole idea of shoestring together plant-based meat with all the artificial inward and outer parts has made its investors sit up. For instance, since its inception, the company has secured over $250 million from various funding exercises, giving it the billing of being one of the most funded plant-based startups currently.
Key Investors
Hanaco Ventures: An industry-leading provider of VC services mainly for technology-driven innovation firms.
CPT Capital: The firm has one of its specialties in financing companies engaged in the sector of alternative proteins, which makes CPT Capital a key investor in redefining meat.
Synthesis Capital: With Synthesis Capital as a key investor in the food tech industry, Redefine Meat has experienced expansion common to the sector and has been able to advance its products.
Along with these large investors, Redefine Meat has also attracted strategic investors from the food & hospitality business segment to help it broaden its sectors of operation and develop a sound network of distribution.
Turnover and Growth
This expectation makes the total annual turnover within the company around $50 Million in 2024, and this capacity is a clear indication of growth due to increasing demands for quality plant-based products. Currently, the company has excellent market coverage of the European market, Asian market,s and the Middle East markets and is soon introducing its products into the North American markets.
Stock Market Status
At the moment, however, Redefine Meat is still a private company. However, there has been so much hype regarding the company’s IPO, that it has yet to make a definite formal decision about going public. It appears that Redefine Meat is preparing to go to the market early on as sources indicate that this company may be planning for an IPO soon as it starts to scale up its operations, generate more revenues, and build up its market share.
So going public would bring social assets and help Redefine Meat increase its capital base to fund new technologies, markets, and expansion. For now, the company continues to aim at expanding its production capacity, as well as improving its products.
The competitors in the Plant-Based Meat Industry include
The market for plant-based meats has become even more saturated with several key players across the world fighting for position within this burgeoning market sector. There is a wide diversity in Redefine Meat’s focus targeting whole cuts by 3-D technology, a clear threat comes from new players and traditional players as well.
Major Competitors
Impossible Foods: Impossible Foods is among the earliest companies to launch a company in the plant-based meat market, which began in 2011. Popular for its meatless burgers which closely resemble actual meat from plants, the company has developed a niche in both the grocery and quarterly markets.
Beyond Meat: Beyond Meat is one of the most popular producers of plant-based meat products: burgers, sausages, and ground meat. Largest distribution channel and the well-established brand reputation make the company a serious contender.
MeaTech 3D: MeaTech is an Israeli startup that targets producing lab-grown meats through bioprinting technology. Their strategy is not as similar to Redefine Meat’s plant-based mission but they are both riding the technological wave in the meat industry.
Next Gen Foods: Next Gen Foods, the creator of the plant-based chicken known as TiNDLE, has received substantial market attention both in Asia and Europe. Its focus on chicken analogs extends well with the strategy of redefining meat, which focuses on beef and lamb replacements.
Oumph!: A European Brand that specializes in more creative plant-based meat products, with its plant-based pulled pork being something it has made quite famous. What is more, Scandinavia and the other parts of Europe that are known for their flexible and conscious lifestyle can also be named as the key markets of Oumph!.
However, a clear competitive advantage of Redefine Meat is its 3D printing technology which allows it to create authentic whole cuts that some of its competitors are still to adopt. Through the target at this segment of the market, Redefine Meat has established itself as a pioneer in the next-generation plant-based meat product.
Ways Redefine Meat Can Change the Future
First 3D Printed Steak: Redefine Meat was the pioneer in the process of developing and commercially launching a three-dimensional printed plant-based steak.
Chef Collaboration: To achieve enhanced levels of quality and genuineness, the company works with the world’s leading chefs. These partnerships have helped to improve the taste, texture, and palatability of its products or services.
Global Reach: Although Redefine Meat has only been a startup company for less than five years, the company has established its distribution network in over ten countries including European, Asia, and Middle Eastern markets.
Sustainability Impact: The firm’s calculations suggest that replacing traditional meat with their products cuts water consumption by more than 95%, land use by up to 90%, and greenhouse gas emissions by as much as 90%.
The Road Ahead
As for future developments, the company, Redefine Meat, aims to develop the technology at present used in the company and offer a wider range of products. The new product specialization plan includes plant plant-based version of premium cuts and the entry into new markets with special relevance to North America.
In addition, Redefine Meat seeks to optimize costs for its food products to ensure they are affordable by the average members of society. By making it cheaper, the company wants to catalyze a change towards more plant-based diets across the world and decrease the negative effect meat has on the climate.
Why Redefine Meat Matters
Founded only in 2019, Redefine Meat is much more than just another plant-based food company—they are leader in the sector of food technology. Is its mission to redefine meat audacious? Yes, it is, but it is perhaps a mission that most needs to be undertaken in today’s world where the concept of sustainability and ethics have started to define consumerism to an extent.
To this end, technologies such as Redefine Meat will help feed the growing population and sustain the earth’s resources. This start-up integrates scientific explorations of meat and technology along with chefs and cooks of the culinary world, which will ultimately lead Redefine Meat to become one of the most crucial companies in the coming food industry.
In a world craving new solutions Redefine Meat is offering the antidote that has the power to redefine what we eat – and what eating meat means.
