23 January 2024

WEF 2024: Redefine Meat’s breakthrough new-meat flank steak served to global decision-makers demonstrating a sustainable alternative to meat, without any compromise

  • Redefine Meat’s plant-based Beef Flank steak – endorsed by leading chefs and meat experts across Europe for achieving the taste and texture of high-quality animal-based meat – was served to 180 high-profile attendees from the World Economic Forum in Davos by world-leading caterer, Maison van den Boer.
  • The WEF’s annual Nature Positive dinner brings together global decision makers to address the implementation of the Global Biodiversity Framework’s historic mission to halt and reverse biodiversity loss by 2030.
London, UK – 23 January 2024 – At this year’s World Economic Forum (WEF), ‘new-meat*’ pioneer Redefine Meat™ achieved another milestone in its mission to impact the way humanity consumes meat – presenting its flagship Redefine Beef Flank to global decision-makers for the first time as a sustainable alternative to animal meat. World-leading caterer, Maison van den Boer, served 120kg of Redefine Meat’s first-of-its-kind 100% plant-based flank steak to high-profile industry leaders attending the WEF’s acclaimed WWF Nature Positive Dinner.

The annual dinner centered around data and knowledge sharing and best practices to help meet the Global Biodiversity Framework’s historic mission to halt and reverse biodiversity loss by 2030. The Redefine Meat range of new-meat reduces water and land emissions by 96% and 98% respectively compared to animal meat, using plant-based ingredients and cutting-edge technology at its core. For the WEF dinner alone, the like-for-like weight of new-meat served saved over two million liters of water and produced approximately 96% fewer carbon emissions, compared to a flank steak derived from a cow.

Redefine Meat rose to acclaim in 2021 when it commercially launched a breakthrough range of plant-based new-meat in restaurants across Europe, including the world’s first plant-based steak. Endorsed for its comparability to high-quality animal-based meat by leading high-end chefs such as Ron Blaauw and Alexis Gauthier, Redefine Meat’s new-meat is produced using new innovative and patented technologies, such as additive manufacturing, and is made of 100% plant-based ingredients. In just two years since commercial launch, the company has the most diverse new-meat product range in the industry spanning minced-based products, pulled meats and various steak cuts, featured in over 5,000 food service locations across 13 countries, and recently launched into retail for the first time via nationwide retail partnerships in the UK and the Netherlands (Ocado, Albert Heijn, Crisp).

Eshchar Ben-Shitrit, CEO and Co-Founder of Redefine Meat, comments: “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. We’re honoured to have had the opportunity to serve new-meat at the top table, where the desire and ambition to change the way we consume our meat was evident for all to see. 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.”

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