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Redefine Meat announces partnership to boost distribution of its 3D-printed plant-based meat in Europe

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3 min read
AUTHOR: Fiona Holland
chopped up 3D-printed plant-based meat on wooden board with large knife and fork, bowl of parsely and salt on black background with napkin

Israel’s Redefine Meat has teamed up with import giant Giraudi Meats to expand the distribution of its products in Europe.

Giraudi Meats will add the entire Redefine Meat range to its portfolio, including the company’s plant-based 3D-printed beef, lamb, and pork, which come in a range of forms such as minced meat, burgers, kebabs, and steak cuts.

On top of this announcement comes the news that the company has launched five more products to its New-Meat line, including Redefine Tenderloin and Striploin premium cuts, as well as the category of animal-free Pulled Meat.

All new and existing products will first be launched in restaurants and butchers in France, followed by Italy, Greece, and Sweden later this year. Other countries are predicted to follow.

New-Meat products will also be added to the menus of Giraudi Meat’s chain of Beefbar restaurants, which are located across the UK, France, Monaco, Italy, Malta and Greece. The Parisian branch will be the first to see the alternative meat options added to its menu.

Eshchar Ben-Shitrit, Chief Executive Officer and Co-Founder of Redefine Meat said: “Having such a prestige meat importer as Giraudi Meats – working with the best chefs and butchers all over Europe – integrate our New-Meat into its portfolio of exclusive high-end meat alongside the likes of Angus and Kobe beef, exemplifies why New-Meat is defining a new category of high-end product in the meat industry.

“Giraudi Meats’ proven track record of creating new categories in the European meat market and its ability to continuously change and innovate makes it a great partnership, which will significantly accelerate the proliferation of New-Meat across Europe.”

Giraudi operates in more than 30 countries, with a sales, marketing and distribution network in hospitality comprising over 300 meat distributors and wholesalers, which will help to bring New-Meat to more consumers.

According to Chief Executive Officer of the Giraudi Group, Riccardo Giraudi, Redefine Meat’s products could meet the growing demand from flexitarian consumers for more satisfying, high-quality meat alternatives.

He added: “We believe that with this level of quality, combined with the product versatility across beef, lamb and pork, New-Meat will enable us to drive significant new revenue streams in the high-end meat market.”

Redefine Meat operates its large-scale plant-based meat printers at its headquarters in Rehovot, near Tel Aviv, and at a factory in the Netherlands which it started using for production towards the end of last year. It hopes the Dutch location will help accelerate the expansion of its range in Europe.

Since commercially launching in the UK, Germany, Netherlands, and Israel nearly a year ago, Redefine Meat products have become available in almost 1,000 food service locations, including Michelin-starred fine dining restaurants, steakhouses, and hotel chains.

Already a staple in many restaurants belonging to celebrity chef Marco Pierre White, Redefine Meat’s Flank Steak was introduced at six popular London restaurants earlier this year.

Dutch Michelin star chef Ron Blaauw has also started to feature the plant-based meats at his restaurants.


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