# When your dinner is printed with Eshchar Ben-Shitrit of Redefine Meat

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2023-09-28
- Length: 38m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2023-09-28-when-your-dinner-is-printed-with-eshchar-ben-shitrit-of-redefine-meat

## Summary

Eshchar Ben-Shitrit, co-founder and CEO of Redefine Meat, explains how he pivoted from a corporate career at HP to launching a plant-based meat company using 3D printing technology. He details the early R&D process, including initial failures with inedible prototypes and the strategic pivot from selling printers to selling the meat itself. Ben-Shitrit discusses the challenges of replicating complex muscle structures, securing partnerships with Michelin-starred chefs like Marco Pierre White, and the company's path to profitability and global expansion.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-09-28-when-your-dinner-is-printed-with-eshchar-ben-shitrit-of-redefine-meat#t=0) Introduction: Eshchar Ben-Shitrit and Redefine Meat
- [1:54](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-09-28-when-your-dinner-is-printed-with-eshchar-ben-shitrit-of-redefine-meat#t=114) Corporate Background and the Decision to Quit
- [7:14](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-09-28-when-your-dinner-is-printed-with-eshchar-ben-shitrit-of-redefine-meat#t=434) The Genesis of the Idea and Early Prototyping
- [19:26](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-09-28-when-your-dinner-is-printed-with-eshchar-ben-shitrit-of-redefine-meat#t=1166) Building the Team and Initial Lab Work
- [22:29](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-09-28-when-your-dinner-is-printed-with-eshchar-ben-shitrit-of-redefine-meat#t=1349) Pivoting from Printer Sales to Meat Production
- [27:20](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-09-28-when-your-dinner-is-printed-with-eshchar-ben-shitrit-of-redefine-meat#t=1640) Product Development and Chef Partnerships
- [31:02](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-09-28-when-your-dinner-is-printed-with-eshchar-ben-shitrit-of-redefine-meat#t=1862) Market Strategy, Pricing, and Future Goals

## Topics

- [Prototyping & iteration](https://hardwarepodcasts.com/topic/prototyping)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)

## Most relevant to

companies scaling up

## Mentioned

- Redefine Meat (company)
- Impossible Foods (company)
- Beyond Meat (company)
- Hewlett Packard (company)
- Hycon (company)
- Jivodan (company)
- Marco Pierre White (other)
- Ron Blaauw (other)

## Related episodes from other shows

- [3D Printed Fish And Meat, An In-depth Look Into The Future Of Food Tech | Hard Tech #2](https://hardwarepodcasts.com/podcast/hard-tech-podcast/2023-05-19-3d-printed-fish-and-meat-an-in-depth-look-into-the-future-of-food-tech-hard-tech) (Hard Tech Podcast)
- [#137 Plant-Based Dumpling Kings: Eric Wu and Adam Yee, Sobo Foods](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-04-09-137-plant-based-dumpling-kings-eric-wu-and-adam-yee-sobo-foods) (The Startup CPG Podcast)
- [Founder Feature: Samantha Edwards of New Breed](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-09-27-founder-feature-samantha-edwards-of-new-breed) (The Startup CPG Podcast)
- [The Recipe For Creating a Culinary Connected Device](https://hardwarepodcasts.com/podcast/over-the-air/2021-11-09-the-recipe-for-creating-a-culinary-connected-device) (Over the Air)
- [Ep. 10: Garlic + Lemon + Love = Goodness with Mariam Elghani, founder of Garlic Goodness](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-09-22-ep-10-garlic-lemon-love-goodness-with-mariam-elghani-founder-of-garlic-goodness) (The Startup CPG Podcast)

## Citing this page

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