Redefine Meat, an Israeli specialist in 3D printed alt meat, has announced that Alon Bar-Shany, former VP and general manager of HP Indigo, has joined the company as executive chairman with immediate effect. With 25 years of experience transforming conventional industries and scaling global technology companies, Bar-Shany will play a critical role in Redefine Meat’s commercialization and global expansion.
Since 2018, Redefine Meat has utilized its proprietary digital manufacturing technology to create a range of plant-based meat from ground beef products to whole cuts such as steak. In January, Redefine Meat said that it had proved the commercial viability of its products by achieving an acceptance rate of over 90% among meat-eaters in the world’s most extensive blind tasting of alternative meat in partnership with Israeli quality meat distributor Best Meister.
In February, the company also raised US$ 29 million in funding, the highest capital ever raised by an alternative meat company in an A round.
Bar-Shany was the general manager of HP Indigo for 16 years. He was considered a key player in the digital transformation of the printing industry, building the company into a multi-billion dollar market leader. As Bar-Shany’s know-how and expertise will help the company lead the technological revolution required to bring about a significant shift in global meat consumption, this is a substantial coup for Redefine Meat,
“At HP Indigo, I have had the privilege of using a technological breakthrough to effect a shift away from a centuries-old traditional method in the industry,” says Bar-Shany. “Sustainability has always been a huge passion of mine, so my involvement with Redefine Meat allows me to help solve one of the world’s biggest problems. It has become clear that future generations may not be able to consume meat at all if we are not responsible for the consequences of our actions today.”
Eshchar Ben-Shitrit, CEO and co-founder of Redefine Meat, added, “Adam Lahav, co-founder of Redefine, and I both started our careers at HP Indigo over a decade ago, and Alon has been a role model for us ever since. We are honored to have him join us, and the timing is perfect as we are preparing our global launch and sales plan. In the long term, I am confident that his innovation and risk-taking will help shape Redefine Meat’s culture, goals and achievements and enable us to become the largest meat company in the world.”