Redefine Meat encourages eating more meat

Tens of thousands of people in the Netherlands, along with 25 million participants worldwide, are taking part in Veganuary this month. During this campaign, participants aim to minimize their consumption of animal products. In the Netherlands, Redefine Meat is partnering with restaurant chains, caterers, and online platforms to host special activities supporting the initiative. 

The campaign's distinctive message, "You don’t need to stop eating meat, try the new meat," highlights plant-based eating in an approachable and innovative way.

Plant-based meat as a realistic choice

Redefine Meat, a producer of an innovative category of plant-based meat, is playing a key role in Veganuary 2025. The company aims to help people make more conscious dietary choices, offering meat lovers a plant-based alternative that’s almost indistinguishable from the real thing. Their product range is entirely plant-based, providing the taste and texture meat enthusiasts know and enjoy.

Partnerships with caterers and restaurants

Throughout January, Redefine Meat is collaborating with caterers and restaurant chains across the Netherlands. Compass Group, one of the largest players in the foodservice sector, is serving dishes featuring Redefine Pulled Beef and Pulled Pork at more than 400 locations. Food&i, a provider working with clients like ABN AMRO and KLM, is featuring a weekly dish made with Redefine Meat at 22 corporate restaurants.

ozemarije Zijlmans, Director Food & Concept at Food&i, sees potential in this partnership: "From the start, we have focused on a sustainable future in corporate dining. With Redefine Meat, we provide everyone with tasty, diverse, and healthy meals, not just in January but throughout the year."

Loyalty programs at popular chains

To make plant-based eating even more appealing, Redefine Meat has introduced a loyalty program in collaboration with Sugo and Copper Branch. At Sugo, guests can opt for pizzas topped with Pulled Pork or Lamb Kebab. Copper Branch, operating in Utrecht, Rotterdam, and Almere, offers five different burgers made with Redefine Meat. Both chains are also running contests, giving participants the chance to win a year of free pizzas or burgers.

Support from the hospitality sector

Eduardo de Freitas, development chef at THE BUTCHER, is enthusiastic about the initiative: "THE BUTCHER stays true to its roots while looking ahead. With Redefine Meat, we offer vegan and vegetarian burgers that are just as impressive as their meat-based counterparts. Good resolutions start with good choices."

Making an impact together

Jesse Vermeer, Head of Sales Foodservice Benelux at Redefine Meat, emphasizes that January is the perfect time to change eating habits: "Many people want to eat healthier or approach food more consciously. Through our initiatives, we make it easier for them to take that step by introducing them to new meat."

With these actions, Redefine Meat aims not only to support Veganuary but also to lay the foundation for more sustainable eating habits throughout the year.

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