Fresh off the Food Frontier Alt.Protein Conference in Melbourne, the buzz is all about the imminent arrival of Israeli-based Redefine Meat's 'true to form' new meat products into the Australian and New Zealand markets. Senior Vice President Edwin Bark, based in Amsterdam, shared insights into the company’s strategic approach and excitement about expanding their innovative plant-based meat alternatives down under.
“Redefine Meat is at a thrilling juncture. We see immense opportunities ahead and are strategically pacing our market entries to ensure we utilise our resources most effectively," says Edwin Bark (shown left). He highlighted the importance of timing and resource allocation in entering new markets, suggesting a calculated and focused approach to international expansion.
Edwin Bark also highlighted the significance of Redefine's go-to-market strategy, which heavily relies on food services as a vital channel, already working with food service giant Compass in Europe. "Food service is crucial for us because it allows for an integration of consumer and chef education, demonstrating the quality and versatility of our products,” he says. This strategy is not just about selling products but educating and influencing consumer preferences towards plant-based options.
Moreover, Redefine Meat’s collaboration with catering organisations in Europe, especially during Veganuary, confirms their commitment to making plant-based options the default choice. “These collaborations are vital as they help inform people on making positive impacts with their daily food choices, driving broader adoption of new meat alternatives,” Edwin Bark says.
Source: Redefine Meat range of 'true to form' plant-based meat products
As Redefine Meat prepares to enter the Australian and New Zealand markets, their focus remains clear: to deliver high-quality, sustainable food options redefining meat consumption norms. With their proven track record in Europe and strategic market entry plans, it seems only a matter of time before local consumers can enjoy their array of plant-based cuts-based meats. Edwin Bark’s enthusiasm for his work is palpable, "It’s a dream scenario, making a positive impact on the food system and the planet. It’s challenging but deeply rewarding."
With Redefine Meat's approach, the future of plant-based meat in Australia and New Zealand looks promisingly green and very Earth Friendly.
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