Alt-Meat innovator Redefine Meat recently conducted the largest-scale public blind-tasting of Alt-Meat products targeting meat-eaters. Alongside Israeli meat distributor Best Meister, the Redefine Meat launched a food truck concept named “There’s a new meat in town”. Following an overwhelming response from the public, Redefine Meat has formed a strategic partnership with Best Meister, who will distribute the company’s Alt-Meat products commercially to Israeli restaurants and high-end butchers in the first half of 2021, according to a press release.
The two companies set up a carnivore-branded food truck in a small suburb of Tel-Aviv (Kidron, Israel), targeting up to 200 tastings in two days. The truck boasted staple Mediterranean meat foods, cooked to order, which were in fact Alt-Meat provided by Redefine Meat. Over 600 visitors attended the food truck and purchased close to 1000 servings of meat – selling out in less than five hours. All revenue from the event was donated to support local restaurants badly affected by the COVID-19 pandemic.
“We believe Alt-Meat should taste as good as animal meat – simple as that. Redefine Meat has achieved that with every product it has put to the test, transitioning the Alt-Meat conversation from health and sustainability and the view that ‘this is really close’ to ‘wow this meat is super delicious’. The incredible results of the food truck exemplify this. We initially only expected 100 visitors a day, as the event was held in a small village due to COVID-19 restrictions. But through word of mouth, we ended up receiving over 600 customers in one day – with queues as long as 50 minutes. What this has shown is that meat lovers can enjoy our alternative meat because it tastes and feels like meat – not solely because it is better for the environment or animals,” Eshchar Ben-Shitrit, CEO and Co-Founder of Redefine Meat said.