Redefine Meat: announces major strategic partnership

Rehovot / IL. (rml) Ahead of Europe’s largest food exhibition, Sial 2022 in Paris (FR), «New-Meat» pioneer Redefine Meat Limited announced a major strategic collaboration with Europe’s largest importer of high-end meat and restauranteur, Giraudi Meats – marking a historic milestone for the company as part of its aggressive expansion plans in Europe. With a presence in over 30 countries and an industry-leading sales, marketing and distribution network in hospitality comprising over 300 meat distributors and wholesalers, Giraudi Meats will drive the rapid expansion of New-Meat across European food services – starting with France immediately, followed by Italy, Greece and Sweden later this year, and dozens more countries to follow.

Known for selling exclusive high-end meat to Europe’s food services sector, Giraudi Meats will distribute New-Meat to its existing customer base, as well as prospecting new customers to sell Redefine Meat products. Giraudi Meats will distribute Redefine Meat’s New-Meat portfolio spanning beef, lamb and pork – from minced meat products to the company’s acclaimed premium cuts. In addition, Giraudi Meats will also add New-Meat products on the menus of their chain of Beefbar restaurants across Europe. Endorsed by world-leading chefs, New-Meat achieves what was previously considered impossible in the culinary world: plant-based products with a level of quality suitable for high-end chefs and butchers.

Riccardo Giraudi, CEO of Giraudi Group, comments; «Working intimately with the European food services industry, we’re seeing fast growing demand for more flexitarian products to satisfy the needs of meat-lovers. We’ve been searching for a high-quality meat alternative to add to our high-end meat portfolio to address this growing market, and I have to say that New-Meat is in a category of its own. 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.»

Eshchar Ben-Shitrit, CEO and Co-Founder of Redefine Meat, adds; «The synergies between Redefine Meat and Giraudi Meats lays in our love and passion for meat, and the uncompromising shared vision to serve the world only top-quality meat. 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.»

In less than 12 months since commercially launching in the UK, Germany, Netherlands and Israel, today almost 1,000 food service locations are serving New-Meat. These include everything from Michelin-starred fine-dining and fast-casual premium venues to steakhouses and hotel chains – many of whom have never had plant-based products on their menu. By combining a true love of meat with materials science and breakthrough technologies including additive manufacturing, AI and machine learning, Redefine Meat has achieved a level of quality with plant-based meat endorsed by leading butchers and chefs across Europe and Israel.

Building its success since the 1960s, Giraudi Meats is the leading importer of high-quality meat in Europe, with more than 90,000 tons of meat products a year sold to its customer base of wholesalers, retailers and restaurants. Marking two significant milestones in the European meat industry, the company was the first and is today the largest importer of hormone-free Black Angus beef from the US, and the sole importer of Japanese Kobe beef into Europe. The company also owns 30 restaurants worldwide.

Giraudi Meats will also add New-Meat products on the menus of its chain of Beefbar restaurants across Europe, starting immediately with the Paris Beefbar.

Back to top