{"id":4020,"date":"2023-06-29T10:43:23","date_gmt":"2023-06-29T10:43:23","guid":{"rendered":"https:\/\/innovationisrael.org.il\/en\/?post_type=report&p=3217"},"modified":"2023-12-03T08:55:24","modified_gmt":"2023-12-03T08:55:24","slug":"the-new-meat-novelti","status":"publish","type":"article","link":"https:\/\/innovationisrael.org.il\/en\/article\/the-new-meat-novelti\/","title":{"rendered":"The New Meat Novelti"},"content":{"rendered":"\n
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You enter a famous meat restaurant, sit at your table, and receive the menu. The dish based on a cut of lamb sounds fantastic, except that the menu states that this is a totally plant-based “new meat” dish, friendly to both animals and the environment. All you can do is ask yourself what is this all about. <\/p>\n\n\n\n
To Redefine Meat’s<\/strong> clients, this scenario is not imaginary at all. The company’s products are currently sold in over 500 restaurants in Europe and Israel, and you can also find them in hotels, catering companies and even in completely normal butcher shops. The goal is not to be the only vegan product on the menu but rather, to offer meat that is versatile enough for chefs to be able to incorporate it in their dishes and to provide multiple “new-meat” dishes on every menu. <\/p>\n\n\n\n
Adam Lahav, one of Redefined Meat’s founders alongside Eschar Ben-Shitrit, and Director of Business and Marketing, explains: “The company was established in 2018 to use advanced technology to enable meat lovers to enjoy vegetarian new meat that does not harm the environment, by creating a sensory experience that is identical to that of meat consumption”.<\/p>\n\n\n\n
The company’s slogan is “precisely the same, entirely different”. “This means that “new meat” is identical to traditional meat \u2013 except that it’s good for everyone. When people talk about food, they refer to taste but ultimately, eating is a sensory experience \u2013 the aroma, the sizzle in the pan, the taste and texture. All the senses are involved. <\/p>\n\n\n\n
“Evolution has programed the human body over generations to enjoy a certain food. Meat is healthy and therefore also tastes good. Many vegans and vegetarians also like meat but also care about the way things are done: “Our technology, production, and marketing are all different”, Lahav claims. The goal is to change even more parameters. The company presently numbers 240 employees, approximately a third of whom are development personnel who examine various technologies and adapt them to the different cuts of meat. <\/p>\n\n\n\n
The innovation is expressed, among other things, in innovative production methods, and in the control of the new meat’s ingredients and properties. “Ultimately, the most important thing is the linear alignment of the fibers and the lack of homogeneity in the distribution of meat’s ingredients \u2013 the technologies simulate this at all stages of the process with natural plant-based substitutes for muscle, fat, and blood”, Lahav emphasizes. <\/p>\n\n\n\n
Until a year ago, Redefine Meat was a company in development without a product on the market, however, during the past year, the company launched its first products in Israel, England, Germany, and the Netherlands, and will soon launch new products and expand its activity to further countries.<\/p>\n\n\n\n
“We love meat and believe in the meat industry and are not fighting it. The problem is the cow, not the meat”, Lahav surprises. “We think that butchers and chefs are the meat experts and appreciate their knowledge and experience. We work with them on developing the product, receive their feedback about how to improve it, and how best to cook it etc. Our goal is to offer new meat anywhere the consumer can find regular meat \u2013 like restaurants and butcher shops and, in the future, also on the retail market. This is the only way we can really make a change and reduce consumption of animal meat”. <\/p>\n\n\n\n
The Advantages of the New Meat<\/h3>\n\n\n\n
“A distinction should be made between the consumer perception and nutritional reality: our product is healthy”, says Lahav. “It is made of natural ingredients, without trans-fat or antibiotics, with complete protein and nutrients such as B12 that exists in animal meat. The product is processed, but so too are bread and wine”. <\/p>\n\n\n\n
Lahav is convinced that replacing traditional meat with new meat will enhance the nutritional value and general state of health. “Like fruit and vegetables, meat products have no label \u2013 in practice, the consumers don’t know what they are eating. With our product however, the consumer knows exactly what he is getting and is familiar with the list of our excellent nutritional value”, he notes. <\/p>\n\n\n\n
Lahav attributes utmost importance to the way our world will look in the future and believes that we will eat differently in another twenty years. Alternative proteins will play a major role in this revolution, with a very large market that includes milk and meat substitutes, and even ingredients produced by growing cells in a laboratory. <\/p>\n\n\n\n