Welcome to the Deliciousness Revolution.
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.
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.
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.
YAIR YOSEFI
Culinary R&D Director Experience from Michelin-3★ to Industry R&D
BZ GOLDBERG
CEO / R&D Director
Serial Entrepreneur; Former Fortune 100 Consultant
OMER BEN-GAL
COO with wide range
high-end food service management experience
ASAF GRONOVICH
Lab Director
Chef, science of cooking
geek & resident millennial
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
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
There is no way to reduce our dependency on animal protein without addressing “the flavour function”
meat performs in the food system.
MEDIA