Collaboration represents one of the largest and
most ambitious plant-based sustainability initiatives with Redefine
Meat and any hospitality chain to date
Menus to feature Redefine Meat’s New-Meat™,
which offers a level of product quality comparable to premium
animal meat
Selina, the fast-growing lifestyle and experiential hospitality
brand targeting millennial and Gen Z travelers, today announces a
global partnership with Redefine Meat™, the global pioneer of
New-Meat™. The collaboration represents one of the largest and most
ambitious hospitality plant-based initiatives with Redefine Meat,
kicking off Selina's ultimate goal of shifting menus to greater
plant-based options, with 100% of Selina’s menus available
plant-based. For Redefine Meat, the collaboration marks another
milestone in its rapidly-growing portfolio of customers, opening up
New-Meat to a much broader global audience as part of its pursuit
of becoming the world’s largest meat company.
Adopted commercially by some of the world’s leading chefs,
Redefine Meat’s New-Meat has taken the culinary world by storm,
achieving a level of product quality comparable to high-quality
animal meat in terms of taste, texture and aroma. With menus
beginning in July 2022, the first two Selina restaurants to feature
New-Meat include Selina Tel Aviv Beach in Israel, and Selina
Camden, London, UK. Featuring dishes such as the PowerPlant burger
with smashed avocado, Korean style pulled Redefine Beef brisket
taco and Shakshuka with spicy merguez sausage, Selina chefs are now
utilizing New-Meat products including Redefine beef and lamb
Redefine Flank cuts, as well as premium-quality burgers, sausages,
lamb kebabs and ground beef - all without animal-based
ingredients.
Rafael Museri, Selina's co-founder and Chief Executive Officer
commented, "The Selina brand has strong ESG values, which is
crucial to our young and environmentally-conscious audience. As a
result, we always challenge ourselves to push the boundaries of the
conventional hospitality market, to ensure that we continue to
provide guests with truly unique and high quality, sustainable,
experiences. Our partnership with Redefine Meat marks an exciting
and important milestone – perfectly supporting our commitment to
move the portfolio towards more plant-based menus, with 100% of our
menus available plant based at all our locations globally around
the world.”
"We’re working towards fulfilling a grand vision, which is to
make Redefine Meat the largest meat company in the world – and our
collaboration with Selina allows us to bring New-Meat to a much
broader global audience and take another step towards that," said
Eshchar Ben-Shitrit, CEO, and co-founder of Redefine Meat. "We are
truly excited to have found a perfect partner in Selina, and the
opportunity to bring a range of culinary New-Meat experiences to
Selina's guests, whether they be vegetarians, vegans, or
meat-eaters who care about the environment."
Both Selina and Redefine Meat share a joint vision of
environmental responsibility, appealing to an audience that likes
to eat well and enjoy life in a sustainable manner. Selina caters
to the needs of a growing segment of travelers, digital nomads, and
remote workers, and is hyper-focused on making a long-term positive
change in the communities that host them.
Redefine Meat caused a global revolution by commercially
launching the world’s first premium New-Meat cuts made from plants,
while also offering a wide portfolio of burgers, sausages, kebabs,
and mince. Using a range of breakthrough technologies, ranging from
material science to additive manufacturing and artificial
intelligence, all Redefine Meat products are made from non-GMO,
plant-based ingredients, contain no cholesterol, and do not use any
animal or animal by-products - all while saving up to 96% in water
usage, requiring 98% less land and generating up to 91% less
Greenhouse Gas emissions when compared to today’s beef production.
Redefine Meat’s New-Meat is currently commercially available in
hundreds of restaurants, delis, and butcher shops across Israel,
UK, the Netherlands and Germany.
About Selina
Selina is one of the world's largest hospitality brands built to
address the needs of millennial and Gen Z travelers, blending
beautifully designed accommodation with coworking, recreation,
wellness, and local experiences. Custom-built for today's nomadic
traveler, Selina provides guests with a global infrastructure to
seamlessly travel and work abroad. Founded in 2014, each Selina
property is designed in partnership with local artists, creators,
and tastemakers, breathing new life into existing buildings in
interesting locations around the world – from urban cities to
remote beaches and jungles. Selina's portfolio includes over 155
open or secured properties across 25 countries and 6 continents. On
December 2, 2021, Selina entered into a definitive merger agreement
with BOA Acquisition Corp. (NYSE: BOAS), the closing of which,
which is subject to customary conditions, will result in Selina
becoming a publicly listed company.
For further information on Selina, visit www.selina.com or check
out @selina on Instagram, Twitter or Facebook.
About Redefine Meat
Founded in 2018, Redefine Meat™ is on a mission to offer
New-Meat™ with the same flavour, texture, and versatility as animal
meat, by harnessing technology instead of animals. Aiming to become
the world’s largest meat company, Redefine Meat creates a wide
range of premium meat products using plant-based ingredients –
offering the world a new type of delicious meat, that’s good for
the environment, and kind to animals.
Using a range of proprietary and patented technologies and
working closely with global chefs and meat experts, Redefine Meat
has developed a category-defining New-Meat product portfolio that
spans minced meat products and whole cuts that offer the same
flavor, taste and texture as animal meat. These products are now
commercially available within food services in the UK, Germany,
Netherlands, and Israel.
Redefine Meat is headquartered in Rehovot, Israel, and has over
200 employees.
For more information, please visit www.redefinemeat.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20220712006083/en/
Media Sophie Low Incus Media +44 787 211 9525
sophie.low@incus-media.com
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