Tech TLV

Foodies of all diets can ‘rejoice’ with Redefine Meat’s plant-based menu

Speaking at Tech TLV, Co-Founder and CEO of Redefine Meat Eshchar Ben Shitrit talks about flexitarian desires

James Spiro 10:1008.11.21



“The experience is what matters, and the way to reach that experience without using a cow and using plant-based ingredients that are sustainable, healthy and affordable, is with our technology,” explained Eshchar Ben Shitrit. His company Redefine Meat has recently launched a ‘New Meat’ product from plant-based materials which is being served at 110 restaurants across Israel.


“Vegetarians do rejoice but meat-eaters rejoice even more because they can eat a product they want to eat, without the harm on the planet, the animals, and health,” he continued. According to the company, 40% of Europe and 50% of the U.S are actively looking for ways to reduce their meat intake - both for health and environmental reasons. “The reason you need plant-based meat is because animal farming for meat is the number one contributor to global warming and to the fact that we have inequality in food.”


You can watch the entire exchange in the video above.