Vegan Friendly

Vegan Friendly, formerly the Association for the Vegan Future, is an Israeli organization founded in September 2012 by Omri Paz that works to promote veganism and animal rights.[1]

Vegan Friendly
Founded2012 (2012)
FocusPromoting veganism
CEO
Omri Paz
Websitewww.vegan-friendly.co.il/

Vegan Friendly Label

Business Marketing

The Vegan Friendly Label was designed to highlight vegan-friendly restaurants and businesses in Israel, making veganism more accessible for those who choose to make the transition or want to experience veganism.[2]

When the project was set up in 2012, there were about 20-25 vegan-friendly businesses in the food industry (according to the Huigan Friendly standard) throughout Israel. Today, the association has more than 1,000 restaurants and over 2,500 food businesses that are Vegan Friendly, including leading coffee shop chains and restaurants with dozens of branches nationwide.[3]

In addition, the association has also worked to include a category for Vegan Friendly restaurants in all the leading indexes of restaurants and online delivery services, in order to make veganism accessible to the general population as well.

Product Marketing

In February 2013, the association began the national product labeling project. As part of this project, the association marks vegan food, grooming and clothing products with the label "Vegan Friendly"[2] in large marketing chains and various companies in the Israeli market. The goal of the project is to make veganism accessible to the general public, and to make it simpler and easier to find vegan products. As part of the marketing, the association conducts strict tests of the products' components to make sure that they are actually vegan. Currently, there are over 700 different companies in the market that have more than 8,000 Vegan Friendly labeled products nationwide.

As part of the marketing, the association maintains collaborations with food chains and large businesses, providing advice on how to become vegan friendly and more.

Projects

Among the projects are Vegan Fest,[4] the Vegan Congress,[5] and Vegan Active Club.[1]

In September 2021, the association launched the first advertisement that promoted veganism in Israel's prime time, "Fresh Fresh". It was estimated that one in three Israelis saw the advertisement and tens of thousands from all over the world indicated that they would switch to veganism and vegetarianism.[6][7][8]

With the participation of Rotem Sela, an informational video was made which deals with the ethical issues of the dairy industry. This project was watched by about a million Israelis and caused thousands of people to change their consumption habits.[9][10]

In August 2022, the association sponsored Hapoel Tel Aviv in basketball.[11][12]

References
  1. CTech (2021-09-16). ""I was obsessed growing up with what's right and what's not right, finding justice."". Calcalist. Retrieved 2022-05-06.
  2. "When vegans make up 10 percent of the population, change will come". mako. 2018-02-27. Retrieved 2022-05-13.
  3. "The Standards Institution of Israel". Global Ecolabelling Network. Retrieved 2022-12-12.
  4. "'World's biggest' vegan festival attracts thousands". Euronews. 2019-06-10. Retrieved 2022-05-13.
  5. "Tel Aviv hosts 5th annual Vegan Congress". ISRAEL21c. 2018-03-04. Retrieved 2022-05-13.
  6. Chiorando, Maria (2020-09-14). "EXCLUSIVE: Isreal's First Pro-Vegan T.V Advert Reaches 35% Of Population". Plant Based News. Retrieved 2022-05-06.
  7. Ferrer, Marthe de (2020-09-15). "Live lamb used in provocative new vegan commercial in Israel". Euronews. Retrieved 2022-05-06.
  8. Smith, Kat (2020-09-17). "This Vegan TV Commercial Was Just Watched by One-Third of Israel". Livekindly. Retrieved 2022-05-06.
  9. Klein Leichman, Abigail (2015-12-12). "The (halachic) case for veganism". The Jerusalem Post. Retrieved 2022-05-13.{{cite web}}: CS1 maint: url-status (link)
  10. "Rotem Sela in a new controversial campaign: "Do not consume dairy products"". mako (in Hebrew). 2014-03-27. Retrieved 2022-05-13.{{cite web}}: CS1 maint: url-status (link)
  11. Steinberg, Jessica (2022-08-16). "Hapoel Tel Aviv basketball team goes vegan with new sponsor". The Times of Israel. Retrieved 2022-09-19.{{cite web}}: CS1 maint: url-status (link)
  12. Livnat, Arie (2022-08-03). "Tel Aviv Basketball Team Goes Vegan". Haaretz. Retrieved 2022-09-19.
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