About Redefine Meat

Redefine Meat was founded in 2018, fueled by a growing concern over the sustainability of the meat industry, the ability to meet food requirements of the world’s growing population, and compassion for animals. It’s proprietary, 3D digital printing technology delivers plant-based meat products that replicate the texture, flavor, and eating experience of beef, lamb, and other high-value meat products—all while remaining cost effective and scalable.

Why we invested

The demand for meat alternatives is being driven by two global macro-trends. First, current sources of animal protein are increasingly unsustainable as the world’s population is set to reach 10 billion people by 2050. Second, the growing concerns of the health and environmental risks—as well as the moral impact of the meat industry as a whole—are prompting more consumers to  turn to plant-based meat alternatives. Redefine Meat is at the forefront of a rapidly growing and exciting market opportunity led by a passionate founding team with extensive experience in digital printing tech development.

In the founder’s words

When we first met, all we had was an idea. Hanaco invested $6M in our seed round. We have raised $170M in less than 2 years since then. We’ve grown from 4 people when we met, 8 when they invested, to a company of 200. We’ve grown from a small lab in Israel into 2 factories with 10 patents and sales and distribution in Israel, UK, Netherlands, and Germany (and more to come).

An investor once said to me, “Your only job is to make the right decisions.” By contrast, Hanaco says to me: “We know you need to make a lot of decisions quickly. Have the courage. Take the risks. We know you’ll make some mistakes, but they won’t kill your company. We have your back. We will give you the support, the help, and the capital to achieve your vision, your mission, your life aspirations.”

I honestly feel that I have a superpower in my life: Hanaco is more than an investor. They’re like a third co-founder, but with tremendous capital. Our ability to grow—through gaining the trust and investments, expanding globally, and attracting talent was supported proactively by Hanaco.
— Eshchar Ben-Shitrit, Founder, Redefine Meat