UK – Redefine Meat, a global leader in the plant-based meat industry has achieved a significant milestone at this year’s World Economic Forum (WEF) in Davos by introducing its flagship Redefine Beef Flank steak to global decision-makers.

Endorsed by leading chefs and meat experts across Europe for its ability to replicate the taste and texture of high-quality animal-based meat, the plant-based alternative was served by world-leading caterer Maison van den Boer to 180 high-profile attendees at the WEF’s Nature Positive Dinner.

The annual Nature Positive dinner at WEF is a platform that brings together influential decision-makers to discuss the implementation of the Global Biodiversity Framework, with a mission to halt and reverse biodiversity loss by 2030.

Redefine Meat’s 100% plant-based flank steak was presented as a sustainable alternative to animal meat, marking a crucial moment in the company’s mission to reshape meat consumption globally.

For the event, Maison van den Boer served 120kg of Redefine Meat’s innovative flank steak, emphasizing its commitment to sustainable and environmentally friendly dining practices.

Redefine Meat’s plant-based offerings have demonstrated a substantial reduction in water and land emissions by 96% and 98% respectively, compared to traditional animal meat.

The weight of the plant-based alternative served at the WEF dinner saved over two million liters of water and produced approximately 96% fewer carbon emissions than its animal-based counterpart.

Redefine Meat gained recognition in 2021 with the commercial launch of its breakthrough range of plant-based meat products, including the world’s first plant-based steak.

The company’s new meat, produced using innovative technologies like additive manufacturing, has garnered praise from high-end chefs for its resemblance to high-quality animal-based meat.

In just two years since its commercial launch, Redefine Meat has expanded its product range, featured in over 5,000 food service locations across 13 countries, and entered the retail market through partnerships in the UK and the Netherlands with Ocado, Albert Heijn, and Crisp.

Eshchar Ben-Shitrit, CEO and Co-Founder of Redefine Meat expressed gratitude for the opportunity to serve new meat at the WEF, highlighting the positive feedback received from esteemed guests.

“In order to truly tackle climate change and fix the broken food system in a meaningful way, world leaders need to first acknowledge the problem and then have a viable solution that the general population can get behind. Solutions should be immediate, at scale and relevant in the short term,” he said.

“The feedback we received from such esteemed guests and avid meat lovers was incredible, cementing our belief that everyday meat lovers can embrace a healthier and more sustainable diet with new meat – without having to compromise on the meat-eating experience we all love.”

Ben-Shitrit emphasized the importance of providing viable and immediate solutions for a more sustainable and healthier diet, believing that plant-based alternatives can offer a satisfying meat-eating experience without compromising taste and texture.

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