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Redefine Meat partners with Giraudi Meats to accelerate adoption of New-Meat across Europe

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The strategic collaboration of Redefine Meat and Giraudi Meats will introduce New-Meat across brand new European regions including France, Italy, Greece and Sweden
Above: The strategic collaboration will introduce New-Meat across brand new European regions including France, Italy, Greece and Sweden/Source: Redefine Meat

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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