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In just 12 months since commercial launch in the food service industry, Redefine Meat’s breakthrough new-meat is today being served in almost 300 German Horeca and is rapidly expanding across Europe.

Visitors to the stand will be able to try various new-meat culinary-grade dishes, including the award-winning Beef Flank, Pulled Meats, and Bratwurst sausage.

Company also announces partnership with leading German food logistics provider, Dewender, who will also premiere new-meat on its booth. This addition further strengthens the growing network of distributors and wholesalers in DACH.
New-meat pioneer, Redefine Meat™, will premiere its latest plant-based innovations for the hospitality industry at Internorga 2023 (10-14 March, Messe Hamburg). Redefine Meat will serve up a range of creative dishes for visitors using its culinary-grade, plant-based ‘new-meat’, ranging from flank to pulled, at its booth in Hall A1 Stand 424, as well as the booth of company’s latest partner, leading German food logistics supplier, Dewender.

Redefine Meat has received widespread acclaim from the international culinary world, including Michelin-star chefs, for achieving a level of product quality comparable to animal meat, and its unique ability to reproduce every part of animal meat– from whole cuts of meat to minced meat products. On restaurant menus across Germany, such as The ASH steakhouse chain, Redefine Meat’s latest product innovations will be available for Internorga visitors to taste on the stand – including the Redefine Beef Flank, Redefine Pulled Beef and the Redefine Bratwurst. Designed to evoke all five senses, visitors will also be able to take part in a spectacular culinary experience on-stand every hour and meet the breakthrough technology that creates plant-based ‘blood’, ‘fat’ and ‘muscle’ formulations that make up new-meat.

Ulrich Strünck, Commercial Director DACH, comments: “Since the premiere of new-meat at last year’s Internorga, we’ve witnessed incredible demand across the German hospitality industry, with almost three hundred food service providers today serving our breakthrough range of whole cuts and minced meat products. We’ve also built a first-class supply chain comprising of the country’s leading meat distributors and wholesalers. Since beginning production at our first European factory in the Netherlands, we now have a logistic partner, Dewender, onboard to support our aggressive expansion plans across Germany in 2023. Our new-meat delivers the product quality and variety chefs have been waiting for and we encourage visitors to come and experience it at the show with all five senses.”

The revolutionary Redefine Beef Flank offers an extremely juicy, yet firm meaty bite by mimicking the complex muscle tissues of animal meat, ideal for products like steaks and roasts. Redefine Meat’s latest category of new-meat, the Pulled Beef and Pulled Pork, maintain the unique melt-in-your-mouth taste and texture of slow-cooked meats, with a breakthrough innovation in cooking time of just minutes instead of hours. Designed to complement the German palate, the Redefine Bratwurst achieves a level of product quality comparable to high-quality animal-based meat, with the same level of juiciness, and fatty mouthfeel that defines traditional pork products.

New partnership bolsters Redefine Meat’s supply chain within German food services

The company also announces its first DACH logistics partner, Dewender, which will supply Redefine Meat’s roster of wholesalers and food service providers across Germany with new-meat from its recently opened factory in the Netherlands. A well-established warehousing, logistics and distribution family business, Dewender currently supplies hundreds of thousands of premises nationwide. At Internorga, new-meat will also be available to visitors on the Dewender stand in Hall 4, Booth 305.

Stephen Dewender, CEO at Dewender comments: “Redefine Meat has created an incredibly innovative product portfolio. The overall tastiness and high quality of new-meat thoroughly impressed us from the first bite, alongside the sustainability benefits, so we were keen to be the one to begin its distribution nationwide from its production site in the Netherlands.”
www.redefinemeat.com

 


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