Climate Opportunities & Partnerships

Middle East & Africa


Selina and Redefine Meat to Launch a World-wide Collaboration

This collaboration represents one of the largest and most ambitious plant-based sustainability initiatives with Redefine Meat and any hospitality chain to date

Jul 20, 2022 / 4 Min
Photo: Redefine Meat. Courtesy

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.


“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”, wrote Eshchar Ben-Shitrit, the CEO & Founder of Redefine Meat today on Linkdin. 


Redefine Meat is headquartered in Rehovot, Israel, and has over 200 employees.