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The "reducers" - the consumers who are bouncing the meat substitutes market

Meet the "reducers" - those who decided to consume less meat out of environmental and sustainability considerations.

Is it possible to prepare a holiday meal on the purity of substitutes?

Collaboration between Chef Avi Bitton and "Diplomat" Beyond Meat products, tried to answer exactly this question

Tags

• Food Tech

• Vegan

• naturalism

• vegetarianism

• Vegetarian

I have Seville

Sunday, 15 August 2021, 15:56 Updated: 17:49

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"Holiday meal" with beyond meat products from the plant world (Diplomat, importer of Beyond meat products)

Have you heard of vegans?

Do you know any vegetarians?

Now say hello to "reducers".

Who are the reducers?

Those who have decided in principle out of the values ​​of sustainability and the environment, to reduce to a minimum the consumption of meat, even if not to become completely vegetarian or vegan.

Diplomat, which has identified the growing health and WELL BEING trend in the food industry, is currently expanding the range of products that will be accessible to the Israeli public.

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Juiciness, taste, texture and color from natural sources (coconut peas and beets) (Photo: presentation beyond meat)

Plant products at the expense of animal products

Moti Cohen, VP of Business Development, Diplomat

: “About three years ago, Diplomat began initiating and establishing Diplomat Plant Based, the company's distribution and sales activity that focuses on plant products.

We identified the trend in the health food industry and the breakthrough Industries pod Tech, and we realized that the world is going in this direction and will consume in the future more and more plant products at the expense of animal products, some overwhelmingly (vegan and / or vegetarian), but most Mfhitnim who want to reduce the amount of meat and more flexible. "

To To see if it is possible to have even such an important New Year's Eve holiday meal, based on vegetable protein,

Chef Avi Bitton was

recruited by diplomat

- the dishes he served to the participants of the experimental meal can be seen in the photos that accompany the article.

Stuffed pepper by Chef Avi Bitton as a first course at the holiday meal (Photo: PR, Diplomat)

Within a decade, 15% of the meat market will become substitutes

"We estimate that within a decade, about 15% of the meat and poultry market in the country will be based on protein substitutes," adds Moti Cohen. NIS 270 million, with the aim of developing and providing the best and most professional solution in the Plant Based products arena.

According to data from August, Beyond meat products accounted for about 17% of the plant patties category in Israel. Global from chronic shortage in light of excessive demand.

"Minced meat" from the plant world, Chef Avi Bitton surprises with a vegan "holiday meal" with beyond meat products (Photo: PR, Diplomat)

21% of the population consumes meat substitutes once a month

These days, Beyond Meat products can be found in more than 700 points of sale in Israel, including Shufersal, Yohananoff, Tiv-Ta'am, Victory and Half Free, as well as hotel chains, leading event venues, fast service restaurants, including Mozes, BBB, Susu & Sons, Burgers Bar, Black, Ilanes, Biga, Landover Coffee and Greg Coffee and a variety of nature chains such as Nitzat HaDuvedvan, Anise Nature House chain, Beit Teva Castel, Eretz Bereshit, Shakdia and more.

.

Commercial collaborations, beyond meat products marketed in restaurants and food chains (Photo: PR, Diplomat)

A recent study by Roshnik for Beyond Meat among 502 Israelis shows that 21% of the adult population in Israel, with an emphasis on academics and women, tend to eat meat substitutes once a month.

9% of them - who are about half a million Israelis, eat meat substitutes at least twice a week.

The numbers indicate a kind of revolution in the field of meat consumption and where does the change in consumer behavior come from?

This was also examined in the new survey and found that among the million Israelis who reduced their meat consumption, 12% did so under the influence of the couple, 8% under the influence of the children and 6% under the influence of a close friend.

Spicy sausage on a bed of dairy puree, Avi Bitton with beyond meat products - simpler to "reduce" (Photo: PR, diplomat)

New products added to the existing variety

Beyond Meatballs -

meatballs from the plant - seasoned with a fine mixture of Italian spices and ready to cook.

Made from plant ingredients, such as peas and brown rice, and do not contain genetically engineered ingredients, soy or gluten.

All Beyond Meat products provide the juiciness, fine taste and texture that characterize meat that comes from animals and at the same time is better for the planet.

Beyond Sausage Vegetable Sausage

- This is the first vegetable sausage that looks like, roasts like and is just as delicious as a traditional sausage.

Gives a fine and juicy meaty taste of a traditional sausage, along with the added value of the meat from the plant.

The price range of the sausages and meatballs is: NIS 37.90-44.90.

Recently, due to the multiplicity of points of sale, a significant drop in prices can be noticed due to the competition in the market.

Beyond meat's product team (Photo: Diplomat presentation, PR)

Based on pea protein

About Beyond Meat - Beyond meat products are based on pea protein, rich in protein from nature, free of soy and gluten and not genetically modified.

The company's product range conveys an experience of meat and sausages in taste, texture, appearance and method of preparation.

Beyond meat products provide an experience of consuming animal protein source without having to pay the environmental, moral and economic price of these industries.

Beyond meat is one of the fastest growing food companies in the United States offering a variety of revolutionary plant-based substitutes.

The products of the company founded in 2009 are designed to have the same taste and texture as meat.

When producing Beyond Burger, we produce 90% less greenhouse gas emissions, 46% less energy, 99% less water use and 93% less waste of land, compared to a standard 80/20 American beef burger weighing 113 grams.

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