Protein Production Technology Podcast · FPG Media

Special Episode: Eshchar Ben Shitrit - Redefine Meat

·46 min·3 clips

Redefine Meat wants diners to say, “this is good meat, even great meat,” not “the best plant-based meat.”

The episode centers on Redefine Meat's approach to building a new meat company. It opens with the host introducing Eshar Bin Chitwit and asking how the brand explains itself to listeners who may only know the name, which sets up a conversation about mission rather than product hype. Taste comes first. Bin Chitwit keeps returning to the same standard: products have to set a new benchmark on taste and texture, not just fill a big category, and that benchmark shapes what the company chooses to build. The talk then widens to commercialization. He explains that retailers and chefs do not look at a single burger in isolation; they look at the portfolio on the menu or on the shelf, including different dishes and price points, so the range has to serve vegan, vegetarian, and flexitarian consumers with more appealing options. Texture is treated as a key part of the product, not an afterthought. Rather than chasing sheer product count, the company focuses on places where texture matters most and asks what kind of innovation can actually lift the category. That leads into portfolio strategy. The episode frames product development as a series of practical questions about what to launch, what the meat aisle is missing, and how a new-meat equivalent could sit alongside the rest of the range for chefs and shoppers. Burger and steak both matter. Those examples show how Redefine Meat thinks about filling gaps, creating equivalents, and giving operators more than one way to use the brand on a menu or in a store. The conversation stays calm and industry-facing. It assumes the listener is willing to follow terms like flexitarian and menu placement, but it still pauses long enough to explain why those details matter commercially. The future of meat is treated as an adoption problem. The episode asks what would make people choose an alternative-protein product, repeat the purchase, and see it as part of the category. That makes the closing note feel grounded. The best listeners are people tracking alternative proteins, food-tech commercialization, and the operational realities of getting new products onto menus and retail shelves.

As heard by us

A clear read on Redefine Meat's push to make taste, texture, and placement do the heavy lifting.

Redefine Meat comes through as a company trying to make plant based meat useful in the real world, not just interesting on paper. The piece is strongest when it sticks to taste, texture, and the awkward but important question of where a product belongs: on a menu, on a shelf, or…

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Why you'd press play

Hear Redefine Meat explain how taste, texture, and portfolio fit help a product earn a place on the menu.

Read the full recommendation in PlayNext →

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