It looks like meat, smells like meat, tastes almost like meat - but it is completely vegan. That is the vision of the Israeli company Redefine Meat. Redefine Meat, an Israeli start-up that produces plant-based meat alternatives, has recently partnered with Sodexo, a contract catering company in Germany. Sodexo will be the first company in corporate catering in Germany to offer Redefine Meat's products, which are fully plant-based and designed to look, smell, and taste like meat. This partnership is an exciting development for both companies, as it allows them to align their food strategies with the Sustainable Development Goals.
The vision of Redefine Meat is to create a sustainable future through authentic meatless offerings. The company's products are developed with the help of top chefs, butchers, and meat experts to ensure that they have a taste, appearance, smell, and mouthfeel that is very similar to real meat. This approach makes their plant-based meat alternatives a viable and attractive option for consumers who are looking to reduce their meat consumption without sacrificing taste or texture.
Overall, the partnership between Redefine Meat and Sodexo is a promising that has the potential to contribute to several of the SDGs. By offering sustainable and authentic meatless options, Sodexo is helping to promote responsible consumption and production patterns, combat climate change, and create new economic opportunities. As more companies follow in their footsteps, we may be one step closer to achieving a more sustainable future
The start-up claims for its products: "We are in the meat business. Our main competitor is the meat industry.These products come at the right time when we focus even more on aligning our own food strategy with trends, future topics, and guest wishes, says Michael Wahl, Head of Marketing for Sodexo.
In early November, the Sodexo Food Platform in Frankfurt tested the fully plant-based New-Meat products. "I had my doubts, then I tried it and was impressed. That is indeed meat without animal products," says Jörg Hofmann, Head of Food Platform. In the coming months, Sodexo will be the first company in corporate catering in Germany to supplement its existing vegetarian meat alternatives in the product catalog with the offerings from Redefine Meat. As a pilot, Redefine Meat is already available nationwide in Sodexo corporate restaurants during the "Green Week" action days at the end of March. Hofmann: "I am sure that guests will be just as enthusiastic as we were."
Redefine Meat was founded in 2018 and first launched in Europe in the fall of 2021. As testimonials, the start-up featured European top chefs such as Dutch TV chef Ron Blaauw, British Michelin-starred chef Marco Pierre White, and Joachim Gerner, head chef of the two Michelin-starred restaurant Facil in Berlin. Today, the products are available in almost 1,000 gastronomic establishments, including star restaurants, fast-casual restaurants, steakhouses, and hotel chains. They are produced not only in Israel but also in the Netherlands. The products are developed with the "world's best chefs, butchers, and meat experts," according to the company. Adrian Sagman, Director of Global Sales and Business Development, explains: "We flew four German chefs to Israel, who showed us how to make the best meatless sausage. Our product is so real that some vegans and vegetarians even think we taste too much like meat."
The Redefine Meat 3D printer now also produces a purely plant-based flank steak, the texture of which is said to be very similar to real muscle meat. Investment is continuously being made in technology, research, and development. Its own specialists are responsible for aspects such as taste, appearance, smell, and mouthfeel. However, the goal is not to convert non-vegans into vegans. It is about driving the entire path towards a more sustainable future forward - for example, through authentic meatless offerings.
Net Zero Emissions Target in Sight
Michael Wahl of Sodexo says: "These products come at the right time when we focus even more on aligning our own food strategy with trends, future topics, and guest wishes." And the Head of Marketing Corporate Services adds: "For Sodexo, the cooperation is not only about developing our menu but also about contributing to our customers' sustainability goals."
Meat provides 8 percent of the world's calories and 33 percent of its proteins, but it uses 70 percent of the world's water and 80 percent of its agricultural land. Moreover, the production of meat causes 56 percent of greenhouse gases in food. Sodexo aims to reduce its CO2 emissions by 34 percent from 2017 to 2025. Together with the Science Based Targets Initiative, Sodexo
In addition to reducing the environmental impact of meat production, Sodexo is also committed to reducing its own carbon emissions. The company has set a goal to reduce its CO2 emissions by 34 percent from 2017 to 2025. This goal is in line with SDG 13: Climate Action, which aims to take urgent action to combat climate change and its impacts.
The partnership between Sodexo and Redefine Meat also has the potential to contribute to SDG 8: Decent Work and Economic Growth. By creating demand for plant-based meat alternatives, Redefine Meat is driving innovation and creating new job opportunities in the food industry. This is particularly relevant in the current economic climate, where many industries are struggling due to the COVID-19 pandemic.
The partnership with Redefine Meat is a significant step towards achieving sustainable development goals. Meat production is a major contributor to greenhouse gas emissions, and it requires a large amount of land, water, and other resources. By offering plant-based alternatives, Sodexo is helping to reduce the environmental impact of meat production. This move is aligned with the United Nations' Sustainable Development Goals (SDGs), specifically SDG 12: Responsible Consumption and Production, which aims to ensure sustainable consumption and production patterns.