Israeli startup Redefine Meat announced on Tuesday it’s expanding operations into Europe. The company hopes to serve its 3D-printed plant-based beef to thousands of restaurants by the end of next year.
The company uses a mix of soy and pea protein, chickpeas, beetroot, nutritional yeast and coconut fat to mimic steak. It’s available in Israel and will soon be sold in Germany, the United Kingdom and the Netherlands.
“It’s genius. It’s the cleverest thing I’ve ever seen in 45 years of being a cook. Secondly, when you work with it, when you cook with it, you see its beauty,” chef Marco Pierre said.
Redefine Meat says so far, plant-based meat products have mostly been limited to ground-beef dishes, including hamburgers and sausages.
“This is the holy grail of alternative meat. This is the first time that a company can launch whole cut meat alternative into the market that behaves exactly like meat,” Adam Lahav, company co-founder and chief business officer, told Reuters.
With their 3D printer, they can create actual steaks that taste and feel like the real deal, the company said. Redefine Meat plans to build five factories across Israel, Europe, the United States and Asia in the coming few years.
“Our goal is to become the largest meat company in the world just by harnessing technology instead of animals. We will put our products everywhere that a consumer meets meat today, just a new meat instead of the meat you know,” Lahav said.
Sales in the alternative meat sector could reach $140 billion by 2029, about 10% of the world meat market, British investment bank Barclays estimates.
Redefine Meat previously announced it had secured $35 million in funds. Earlier this year, Israel’s Aleph Farms, which is developing a method to create meat in the lab from cow cells, raised $105 million.
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