Eshchar Ben-Shitrit

Mind the Tech London 2022
Redefine Meat: "We decided to make the perfect steak"

Eshchar Ben-Shitrit made the remarks at Calcalist's Mind the Tech London 2022 conference. "Meat is not going to disappear. Why? Because it's really tasty. We're looking for a way not to compromise on meat"

Eshchar Ben-Shitrit
"Beyond Meat and Impossible Food are amazing companies, but we want to create new meat," said Eshchar Ben-Shitrit, co-founder and CEO of Redefine Meat, at Calcalist's Mind the Tech London 2022 conference held in partnership with Bank Leumi and LabTech. Founded by Ben-Sheetrit in Ness Ziona, the company creates a variety of new meat products with a taste and texture similar to meat, made from only plant ingredients.
"I want to talk about harnessing technology to how we consume food. Meat companies have a huge industry that is harmful to the environment. The meat industry is one of the largest in the world - out of the ten largest companies in the world, five of them are meat companies. The problem is that meat is also the biggest polluting industry. It's not going to disappear, and you know why? Because it's really tasty."

Redefine Meat was founded in 2018 and secured $29 million in funding last year, the highest Series A round for an alternative meat company at the time. Its total funding is $35 million with strategic investors including Hanaco Ventures, Happiness Capital, and CPT Capital, as well as several other investors including The PHW Group, Losa Group, Sake Bosch, and K3 Ventures.