16 May 2023

Redefine Meat appoints Bacardi’s former Senior Managing Director as Head of UK following rising demand

  • Senior FMCG leader Simon Owen announced as Head of Redefine Meat UK
  • New appointment to follow Redefine Meat’s rapid growth nationwide, as sales accelerate and local partnerships grow
London, 17 May 2023 – New-meat pioneer, Redefine Meat has announced the appointment of senior FMCG leader, Simon Owen, to Head of Redefine Meat in the UK as it continues to drive sales and develop business channels across Europe and worldwide. With the world’s most versatile plant-based portfolio, consisting of premium whole cuts, mince-based products and pulled meat all made entirely from plant-based ingredients, Owen’s role will see him further strengthen Redefine Meat’s foothold in UK foodservice, new regional markets and retail in the near future.

Owen brings over 20 years of UK and international experience in FMCG and building brands. His previous senior leadership roles include Managing Director of Bacardi, Australia and UK Sales Director for Bacardi, where he drove innovative and transformational brand growth. Owen’s career in the food and drinks industry also consists of other senior positions such as Director of EMEA for Britvic and Customer Director for Unilever.

With a track record in developing strategic business plans and delivering market-leading results, Owen is joining Redefine Meat to drive further UK sales growth, with new-meat now served at up to 3,000 foodservice locations across Europe and Israel since its commercial launch just a year and a half ago.

Already endorsed by Michelin-star chefs, steakhouses, fine dining establishments and hotel chains internationally, Redefine Meat is receiving wide acclaim from the hospitality industry and consumers for achieving a product quality comparable to animal meat along with its unique ability to reproduce every part of an animal.

“The opportunity to lead Redefine Meat in the UK is an exciting new challenge, with the chance to define the strong vision of new-meat in one of the leading, trendsetting markets in Europe” commented Owen. “The developments that have already been made by Redefine Meat are inspiring, and I believe that with high-quality products like ours and a smart business infrastructure, the sky is the limit in terms of growth and sales. Similarly to a successful company like Bacardi, Redefine Meat’s innovative business model can reach new heights by partnering with various restaurants, from fine-dining to street food, hotel chains, and every segment serving traditional meat today.”

Eshchar Ben-Shitrit, CEO and Co-Founder of Redefine Meat added: “Simon’s FMCG experience across different business models and categories from frozen foods to drinks, as well as building successful premium brands, perfectly aligns with our ambitious growth plans in the UK and worldwide. His expertise in scaling businesses is ideal to bring new-meat to many more consumers in the UK through additional partnerships. With our impressive growth already in the UK, Germany, Netherlands and Israel, alongside our latest market launches in France, Sweden, Italy and Austria, Redefine Meat is on the highway to the world stage.”

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