Israeli-based Redefine Meat, a plant-based meat producer, has entered into a strategic partnership with Best Meister, a local distributor, to commercially distribute its 3D-printed meat products across the Israeli culinary sector in Q1 2021. The partnership follows the successful public pilot test of the food truck concept “There’s a new meat in town,” offering Redefine Meat’s products with few condiments or extras to the public in Tel-Aviv, Israel.

The products were reported to be sold out in less than five hours, securing a consumer acceptance rate of more than 90% from over 600 visitors, surpassing the company’s target of 200 tastings in two days. The revenue from the event was donated to support local restaurants affected by the Covid-19 pandemic. 

Founded in 2018, Redefine Meat produces 3D-printed plant-based meat. The company combines proprietary 3D meat modeling, food formulations, and food printing technology to produce its alternative meat with the same appearance, texture, and flavor as animal meat. In July 2020, Redefine Meat, in collaboration with taste expert Givaudan, unveiled its first 3D-printed plant-based meat, which replicated the texture, flavor, and appearance of beef with high protein content and no cholesterol.