Redefine Meat announces the appointment of FMCG leader, Simon Owen, to Head of Redefine Meat in the UK, where he will strengthen Redefine Meat’s foothold in UK foodservice and gain new regional markets and retail listings.
Owen brings to the Israeli company 20 years of UK and international experience in FMCG including roles as Managing Director of Bacardi, Australia and UK Sales Director for Bacardi, and Director of EMEA for Britvic and Customer Director for Unilever.
Redefine’s portfolio includes premium whole cuts, mince-based products, and pulled meat all made entirely from plant-based ingredients, with a focus on high-end dining. Owen is joining Redefine Meat to drive further UK sales growth, with its “new-meat” now served at up to 3,000 foodservice locations across Europe and Israel.
“The opportunity to lead Redefine Meat in the UK is an exciting new challenge, with the chance to define the strong vision of new-meat in one of the leading, trendsetting markets in Europe” commented Owen. “The developments that have already been made by Redefine Meat are inspiring, and I believe that with high-quality products like ours and a smart business infrastructure, the sky is the limit in terms of growth and sales,” says Owen.
“Similarly to a successful company like Bacardi, Redefine Meat’s innovative business model can reach new heights by partnering with various restaurants, from fine-dining to street food, hotel chains, and every segment serving traditional meat today,” he adds.
Eshchar Ben-Shitrit, CEO and Co-Founder of Redefine Meat added: “Simon’s FMCG experience across different business models and categories from frozen foods to drinks, as well as building successful premium brands, perfectly aligns with our ambitious growth plans in the UK and worldwide. His expertise in scaling businesses is ideal to bring new-meat to many more consumers in the UK through additional partnerships. With our impressive growth already in the UK, Germany, Netherlands and Israel, alongside our latest market launches in France, Sweden, Italy and Austria, Redefine Meat is on the highway to the world stage.”
