Chef Michael Salem Co-Founds Recreate Foods
PHOENIX (July 19, 2023) – Chef Michael Salem, the former head of culinary innovation at Burger King who played a pivotal role in introducing the plant-based Impossible Whopper to the menu, is now gearing up to challenge the dominant players in the alternative-meat industry. His strategy hinges on a single factor – flavor.
Today, Salem announced the official launch of Recreate Foods, a venture-backed, plant-based food company headquartered in Phoenix that specializes in developing culinary-forward chicken alternatives that deliver a better flavor experience than big-name competitors and the traditional animal protein. Salem assumes the position of president and co-founder of the company, alongside the backing of three Arizona-based companies: Creation, founded by Bob Agahi and David Sellers; Flagstaff Ventures, led by Craig Weiss; and M Culinary, run by Brandon Maxwell and Chef Michael DeMaria.
“After working as a chef for 25 years and spearheading menu strategy and innovation for prominent restaurant chains across the country, I’ve never been so instantly amazed by the flavor of a plant-based chicken alternative as I was when I first sampled the recipe that now forms the foundation of Recreate Foods,” said Salem. “I was first introduced to the product during my plant-based journey from Burger King to Hart House where I helped lead the advent of Kevin Hart’s modern, quick-service restaurant in Los Angeles. I immediately knew I wanted to help make this exceptional product accessible to as many people as possible. The most effective way to do that was to assist in establishing a solid company with strong support, propelled by an extraordinary product. I’m proud to be on this journey with the Recreate team as we introduce a chef-driven approach to best-in-class, plant-based analogs.”
Recreate’s products are made for chefs with 100% plant-based ingredients that are non-GMO pea protein and zero cholesterol. Leveraging Salem’s extensive culinary background, the company has recreated all the classic cuts of chicken – breaded and unbreaded filets, tenders, nuggets and grounds – with all the flavor and texture and none of the chicken.
As part of its launch phase, Recreate Foods has recently secured wholesale distribution deals with two of the nation’s largest food-service suppliers, Sysco and Shamrock Foods Company, as they drive rapid growth across multiple food-service retail channels.
“Recreate Foods is not a technology company, as many plant-based brands claim to be,” said Craig Weiss, co-founder of the company. “Under Michael’s leadership, we are a culinary-driven food company specializing in developing crave-worthy, memorably delicious recipes that happen to be plant-based. It’s been exciting to see an overwhelmingly positive response to the product from some of the top names in the food world. At first taste – they are blown away.”
Recreate Foods stands ahead of the competition by committing to a culinary, not scientific, brand ethos. The founding chefs, including Freddy Krems, focus on what consumers care about most in a meal experience – great taste. While the company leverages cutting-edge technology to develop its base proteins, this means little without guidance from the chef community. This plant-based chicken is made by chefs, for chefs to create an eating experience like no other.
“M Culinary Concepts introduced Recreate Foods plant-based chicken at the 2022 WM Phoenix Open golf tournament,” said Brandon Maxwell, co-founder and CEO. “Attendees raved about flavor and texture as we sold out for the weeklong event. We doubled quantities for the 2023 tournament and already are planning to serve even more next year. We’ve been excited this year to feature Recreate at several other of our clients’ events and workplace dining operations.”
Recreate Foods is currently available exclusively to chefs and restaurants. Expansion plans are underway that include direct-to-consumer distribution via grocery retailers and e-commerce. For more information, visit RecreateFoods.com.
About Recreate Foods
Recreate Foods specializes in developing chef-driven, culinary-forward, plant-based chicken alternatives that deliver a better flavor experience than traditional animal protein and plant-based brands alike. The company’s meatless-chicken products are packed with non-GMO, soy-free pea protein and contain zero cholesterol. Recreate Foods stands ahead of the competition by committing to a culinary, not scientific, brand ethos. The founding chefs focus on what consumers care about most in a meal experience – great taste. While the company leverages cutting-edge technology to develop its base proteins, this means little without guidance from the chef community. This plant-based chicken is made by chefs for chefs to create an eating experience like no other. For more information, visit RecreateFoods.com.
About Creation
Creation is a rapidly growing real estate development and alternative investment firm with a current pipeline of over $4.95 billion of ground-up developments across six states. Founded by David Sellers and Bob Agahi, Creation’s portfolio falls into three divisions – real estate, hospitality and alternative investments. Operating at the industry’s highest standards, Creation is experienced in every facet of the development process with all services expertly handled in-house including purchase, entitlement, design, construction and sale. Creation Ventures, the firm’s alternative investment platform, has co-founded four companies since 2015 and participated in the funding of more than 90 burgeoning technology startups across the country. Headquartered in Phoenix, Creation has a regional office in Dallas and will open a third office in New York City this year. The firm recently made its debut on Inc. Magazine’s Inc. 5000 list, making it one of the fastest-growing companies in America. For more, visit CreationEquity.com.
About Flagstaff Ventures
Flagstaff Ventures is an early-stage consumer venture capital fund founded by former patent attorney turned serial entrepreneur, Craig Weiss. As the former CEO of NJOY, Weiss led the company to a $1 billion valuation, raising $200 million in equity. Recognized by Goldman Sachs as one of the “100 Most Intriguing Innovators” and a Forbes “Disruptor”, Weiss’ expertise in scaling consumer brands makes him, and Flagstaff Ventures, an invaluable partner for startups seeking growth and long-term success. For more, visit FlagstaffVentures.com.
About M Culinary Concepts
M Culinary Concepts is an Arizona-based, award-winning hospitality brand that strives to deliver elevated culinary experiences that surpass expectations to clients throughout the US. Launched in 1997 by Chef Michael DeMaria and business innovator Brandon Maxwell, M Culinary Concepts has evolved from a fine dining restaurant into a diversified hospitality service provider offering event catering, workplace dining solutions, emergency response catering, and tailored food service consultation. A mash-up of passionate, fun-making professionals, M Culinary Concepts seeks to disrupt the status quo and smash the culinary mold. Learn how M Culinary Concepts can transform your next dining experience at www.mculinary.com.
This is good news. I would offer a suggestion that several of my colleagues have proposed. I think we should move away from using the term plant-based because it if fraught with problems. Many products include animal byproducts and the term carries no legal gravity. My friend Mylan Engel PhD has posited that we use the term plant-exclusive instead when talking about products that shy away from the word vegan. Plant-exclusive leaves no room for the inclusion of animal products. I think it worth considering if we are striving for integrity in our food system but as a community. Thank… Read more »