Rehovot-based foodtech startup Redefine Meat has launched of the first-ever category of plant-based whole cuts that achieve a level of product quality comparable to high-quality animal meat, the company announced Tuesday.
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Initially available at select restaurants in the UK, Germany, the Netherlands and Israel, this marks the first time that high-end restaurants will offer plant-based whole cuts as part of their menus. The range of New-Meat products includes beef and lamb cuts, as well as premium-quality burgers, sausages, lamb kebabs, and ground beef.
Eshchar Ben-Shitrit, co-founder and CEO of Redefine Meat said: "Over the past few weeks at COP26, we've seen world leaders commit to landmark goals such as the elimination of all deforestation by 2030, which requires a significant reduction in global meat consumption. Redefine Meat has its eyes set on the real problem – not meat, but the way it's produced. We have a genuine solution that today, not in 2030, preserves all the culinary aspects of meat we know and love, but eliminates cattle as a means of production.
"We've achieved a level of superiority in taste and texture that surprised even some of the most recognized chefs in the world, and our unique technological capabilities enable us to replace every part of the cow for the first time. By continuing our close collaboration with the top-tier culinary world, we will accelerate our product rollout in the coming months – beginning with Europe and followed by the USA and Asia – and launch within multiple distribution channels next year," Ben-Shitrit added.
Redefine Meat's products were recently served at a private blind-tasting event for top UK chefs, where they received further praise.
British chef and restaurateur Marco Pierre White, the youngest chef to be awarded three Michelin stars, said: "When I first tasted Redefine Meat, I was mind-blown. The world needs to eat less meat, but the reality is that until now plant-based meat products have fallen way short in terms of the quality and versatility required for our menus. Redefine Meat's New-Meat products are pure genius, giving you all the sustainability and health benefits of plant-based, without the compromise on taste and texture."
Michelin-starred Dutch chef and TV personality Ron Blaauw, added: "Honestly, I was so surprised by the texture and structure of the meat. The first time I tried it, I remember closing my eyes and appreciating the chewiness and mouthfeel like I would a great cut of meat. For me this is a gamechanger, as we can now serve another variety of high-quality meat to our customers that just happens to be made from plant-based ingredients. Even now my head is still spinning with the possibilities this meat creates for our menu."
Joachim Gerner, head chef at Restaurant FACIL in Berlin (two Michelin stars) also added: "While we've seen the quality of plant-based meat products increase in recent years, this by far comes the closest to animal meat. I see huge potential for these products with meat lovers."
Israeli chef Shahaf Shabtay said, "My cuisine is truly global, inspired by my favorite influences from kitchens across Asia, Europe and Latin America. Redefine Meat has created an ingredient that allows me to unleash full creativity and create dream menus whatever the cuisine. As a chef, the ability to cook for every type of diner – vegetarian, vegan, kosher and more – without barriers or compromise, using a variety of techniques including roasting, grilling, and slow cooking, is quite simply incredible."
New Meat is currently available at the following fine dining establishments:
Marco Pierre White's Steak Houses (22 restaurants across the UK)
Chotto Matte (London)
Brigadiers (London)
Burger Bear (London)
Ron Gastrobar (Amsterdam)
Ron Gastrobar Oriental (Amsterdam)
Ron Gastrobar Indonesia Downtown (Amsterdam)
Ron Gastrobar Indonesia (Amstelveen)
NENI Amsterdam (Amsterdam)
RDM Hospitality Group's Coffee Bar (Tel Aviv)
RDM Hospitality Group's Herzl 16 (Tel Aviv)
Hotel Montefiore (Tel Aviv)
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