Welcome to the Deliciousness Revolution.

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WHAT WE DO

We merge traditional fermentation and cutting-edge science, to produce natural plant-based flavor-bases for a wide range of meat replacement needs.

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We make plant-based food delicious. Naturally

Delicious

We use fermentation to create 100s of meaty, umami-rich flavour
& aroma compounds.

Natural

Simple, familiar ingredients (grains, legumes & vegetables). No Industrial materials, flavorings, or GMO. Beyond Clean Label.
 

Nutritious

Fermentation creates health-benefiting amino acids, antioxidents, vitamins & minerals.

Sustainable

100% plant-based. Made from whole foods using highly sustainable production methods.

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WHO WE ARE

100% “deliciousness-driven”

Chefs and culinary experts drive all R&D questions with leading scientists & food technologists helping to realize their vision.

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YAIR YOSEFI

Culinary R&D Director Experience from Michelin-3★ to Industry R&D

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BZ GOLDBERG

CEO / R&D Director
Serial Entrepreneur; Former Fortune 100 Consultant

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OMER BEN-GAL

COO with wide range
high-end food service management experience

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ASAF GRONOVICH

Lab Director
Chef, science of cooking

geek & resident millennial

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Sivan Dor

VP R&D, 20 years of experience in R&D management and process engineering. 

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Barak Dror 

  Senior Scientist,

an experienced microbiologist and bioinformatician

& a tired dad

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Ofek Lanziano

Food technologist,chef with passion for science and delicious food.

 

ADVISORY TEAM

Shmuel Zysman
ZAG-S&W

Legal Advisor

Dr. Natalie Fisher
Dr. Eran Silverman

Intellectual Property

Ze’ev Tene

Food technology
Meat Replacement

Jacob Peres

JPO Global

Brand Strategy

Prof. Masha Niv
Hebrew University

Taste Perception

Sensory Science

Prof. Zvi Hayouka
Hebrew University

Microbiology

Organic Chemistry

Dr. Avi Shpigelman
Technion

Chemical Analysis

Process Engineering

Keren Corely
NewSense Ltd.

Sensory Evaluation

Consumer Science

MFL

OUR TECHNOLOGY

There's serious technology behind
doing things the traditional way. 

The Genius of Traditional Fermentation

Culinary microorganisms break down flavorless proteins and carbohydrates into richly-flavoured amino acids, natural sugars and beneficial metabolic compounds.

Ancient Traditions

For millennia, humans used microbial fermentation to make plant-based deliciousness-enhancing foods which disappeared with industrialization of the global food system.

Modern Science

We use tradition-inspired techniques and cutting edge science (flavor science, microbiology, genomics, metabolomics and more) to accentuate great flavors and high nutritional value.

 

Why we do what we do?

While the meat replacement space is exploding, almost all the meat we are “replacing" is large pieces of protein that sit in the middle of our plates.
But prime cuts and quality ground meat make up only about 20% of the meat market by volume.

Meanwhile a staggering 30% of meat is used to make other foods* more delicious.

*Think soups, stews, sauces, casseroles, grain & legume dishes, and thousands of prepared foods. Entire global cuisines from France to China, Italy to Japan are based on meat's capacity to make other foods more delicious.

90 Million Cows

132 Million Sheep

441 Million Pigs

90 Million Tons of Fish

15 Billion Chickens

For Flavor

 
Image by Jakob Cotton

There is no way to reduce our dependency on animal protein without addressing “the flavour function”

meat performs in the food system.