Ahead of SIAL (15-19 October), Europe’s largest food exhibition, Redefine Meat™ announces a major strategic collaboration with Giraudi Meats, Europe’s largest importer of high-end meat and restauranteur – a historic milestone for the company as part of its aggressive expansion plans in Europe.
Giraudi Meats will drive the rapid expansion of New-Meat across European food services, starting with France immediately, followed by Italy, Greece, and Sweden later this year, and dozens more countries to follow, with a presence in over 30 countries and an industry-leading sales, marketing, and distribution network in hospitality comprised of over 300 meat distributors and wholesalers.
Redefine Meat to accelerate adoption of New-Meat
Giraudi Meats, known for selling exclusive high-end meat to Europe’s food services sector, will distribute New-Meat to existing customers while also prospecting new customers to sell Redefine Meat products. Giraudi Meats will distribute Redefine Meat’s New-Meat portfolio, which includes beef, lamb, and pork products ranging from minced meat to the company’s acclaimed premium cuts.
Giraudi Meats will also include New-Meat products on the menus of their Beefbar restaurant chain across Europe. New-Meat, endorsed by world-class chefs, accomplishes what was previously thought to be impossible in the culinary world: plant-based products of high quality suitable for high-end chefs and butchers.
“Working intimately with the European food services industry, we’re seeing fast growing demand for more flexitarian products to satisfy the needs of meat-lovers. We’ve been searching for a high-quality meat alternative to add to our high-end meat portfolio to address this growing market, and I have to say that New-Meat is in a category of its own.”– Riccardo Giraudi, CEO of Giraudi Group
Giraudi continued, “We believe that with this level of quality, combined with the product versatility across beef, lamb and pork, New-Meat will enable us to drive significant new revenue streams in the high-end meat market.”
“The synergies between Redefine Meat and Giraudi Meats lays in our love and passion for meat, and the uncompromising shared vision to serve the world only top-quality meat. Having such a prestige meat importer as Giraudi Meats – working with the best chefs and butchers all over Europe – integrate our New-Meat into its portfolio of exclusive high-end meat alongside the likes of Angus and Kobe beef, exemplifies why New-Meat is defining a new category of high-end product in the meat industry.”– Eshchar Ben-Shitrit, CEO and Co-Founder of Redefine Meat
Ben-Shitrit added, “Giraudi Meats’ proven track record of creating new categories in the European meat market and its ability to continuously change and innovate makes it a great partnership, which will significantly accelerate the proliferation of New-Meat across Europe.”
New-Meat™ is the registered trademark of Redefine Meat
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