Vegan Friendly
Israeli vegan advocacy association that promotes plant-based living through certification, education, business partnerships, and public campaigns.
Last updated August 24, 2026
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Overview
Vegan Friendly is an Israeli vegan advocacy association founded in September 2012 by Omri Paz, an advocate of veganism and animal rights. Formerly known as the Association for the Vegan Future, it combines public education with a practical certification and market-development program intended to make vegan choices easier for consumers and more accessible within mainstream commerce. The organization operates primarily through the Vegan Friendly label. Its product-labeling program began in February 2013 and reviews product ingredients before allowing qualifying food, personal-care, clothing, and other products to carry the seal. The label is intended to give shoppers a recognizable indication that a product contains no animal-derived ingredients and has passed the association's stated review process. The organization also certifies restaurants and other businesses, helping consumers identify places that provide vegan options. It has sought to add vegan categories to restaurant directories and online delivery platforms so that plant-based choices are visible in ordinary food-discovery systems rather than limited to specialist venues. Vegan Friendly later expanded its certification work to companies and employers. From 2020, its employer-oriented label was presented as an indication that a workplace supports animal welfare, environmental responsibility, and a healthier vegan lifestyle. The initiative also encourages employers to improve food choices and workplace inclusion for vegan and vegetarian staff and applicants. Alongside certification, Vegan Friendly conducts awareness, educational, and cultural activities through projects associated with its Vegan Active supporters' club. These have included Vegan Fest, described by the organization as the world's largest vegan festival; the Vegan Congress; public lectures; media campaigns; educational projects; and initiatives intended to explain the ethical, environmental, and health-related arguments associated with veganism. Its projects have included a visit and lecture tour by Gary Yourofsky, the Food Engineers project, the "A Mother's Testimony" campaign featuring Rotem Sela, and what the organization described as Israel's first vegan commercial. In September 2021 it launched the "Fresh Fresh" prime-time advertisement, a national campaign designed to bring veganism into mass television culture. The association's activities have developed beyond Israel. It began applying its business and certification model in the United Kingdom in 2020 and reported more than 1,200 certified businesses and 3,000 certified products there after approximately two and a half years. It also began operating in the United States in 2022. In Israel, the organization reported that by November 2022 it had certified more than 1,800 businesses and that over 10,000 products carried its label. The same account stated that more than 500 food manufacturers, including major companies such as Unilever, Nestlé, and Strauss Group, used the seal. These figures are organization-reported and should be treated as time-specific rather than current totals. Vegan Friendly is therefore best understood not as a conventional food manufacturer or restaurant chain, but as an advocacy and market-enablement organization. Its model links consumer-facing certification with business consulting, public communication, events, and employer programs. The organization has also used high-visibility partnerships to broaden its reach, including sponsorship of Hapoel Tel Aviv basketball in August 2022. Its annual festival remains one of its most visible public events; the fourth Vegan Fest was held at Yarkon Park in Tel Aviv in June 2023 and reportedly attracted more than 100,000 attendees.
History
Vegan Friendly was established in Israel in September 2012 by Omri Paz and was originally known as the Association for the Vegan Future. From its beginning, the organization pursued two connected objectives: encouraging adoption of a vegan lifestyle and providing public explanation and education about veganism, animal rights, and related ethical issues. Its first major institutional mechanism was a national certification program. In February 2013, Vegan Friendly began labeling products that met its vegan criteria. The program covered food as well as categories such as grooming and clothing. Rather than functioning as a manufacturer, the association acted as a verifier and consumer-information provider, reviewing product components before authorizing use of the Vegan Friendly seal. This created a recognizable point of reference for shoppers and gave manufacturers a way to communicate vegan suitability in mainstream retail settings. The organization extended the same approach to restaurants and other businesses. Its business label was designed to identify establishments with vegan offerings and to make the transition to veganism less difficult for people who might otherwise struggle to find suitable food. Vegan Friendly also worked to have vegan restaurant categories included in major restaurant indexes and online delivery services. This effort placed vegan choices inside widely used consumer platforms and connected advocacy with changes in everyday commercial infrastructure. Vegan Friendly subsequently developed relationships with food chains, manufacturers, and other large businesses, advising them on how to add vegan options and comply with the organization's expectations. By November 2022, it reported that more than 500 food manufacturers used the seal and that more than 10,000 plant-based products had been labeled in Israel. It also reported certification of over 1,800 businesses. These totals describe the organization's position at that date and are not necessarily current. From 2020, the association expanded its labeling work to companies and employers. The workplace concept linked vegan-friendly practices with environmental awareness, animal compassion, health, and inclusion. It was intended both to encourage better food provision inside companies and to improve the experience of vegan and vegetarian employees and job applicants. Public education has remained the other major part of the organization's work. Through the Vegan Active supporters' club and related initiatives, Vegan Friendly has organized or promoted large public events, lectures, media productions, and educational projects. Its named projects include Vegan Fest, the Vegan Congress, the Food Engineers project, a lecture tour in Israel by Gary Yourofsky, and a video about ethical issues in the dairy industry featuring Rotem Sela. The latter was reported by the organization to have been viewed by approximately one million Israelis. In September 2021, Vegan Friendly launched the Fresh Fresh advertisement during Israeli prime-time television, an effort intended to present veganism to a mass audience rather than only to existing activists. The organization also pursued international expansion. It began applying its operating model in the United Kingdom in 2020 and later stated that, after about two and a half years, more than 1,200 businesses and 3,000 products there had received certification. Operations in the United States began in 2022. Its visibility in Israel was further increased through cultural and sporting outreach, including sponsorship of Hapoel Tel Aviv basketball in August 2022. Vegan Fest became the association's most prominent recurring public event. The fourth edition was held at Yarkon Park in Tel Aviv in June 2023 and was reported to have attracted more than 100,000 attendees. Across its activities, Vegan Friendly has combined advocacy with a recognizable commercial label, attempting to make vegan consumption more discoverable, credible, and available in ordinary retail, hospitality, workplace, and media environments.
- 2023
Fourth Vegan Fest held in Tel Aviv
[1]The fourth Vegan Fest took place at Yarkon Park in June and reportedly drew more than 100,000 attendees.
- 2022
United States operations begin
[1]The organization began operating in the United States.
- 2021
Fresh Fresh television campaign
[1]The association launched a prime-time Israeli advertisement promoting veganism in September.
- 2020
Employer certification introduced
[1]The organization expanded its label to companies and employers.
- 2020
United Kingdom expansion
[1]Vegan Friendly began applying its certification model in the United Kingdom.
- 2013
National product-labeling program begins
[1]Vegan Friendly began labeling qualifying vegan products in February 2013.
- 2012
Organization founded
[1]Omri Paz founded the organization in Israel in September 2012 under the former name Association for the Vegan Future.
Products and positioning
A practical vegan advocacy platform that uses certification, consumer information, business partnerships, and mass-media education to mainstream plant-based living.
Certification · 2013
Vegan Friendly Product Label
A consumer-facing seal for qualifying vegan products. The program began in 2013 and has covered food, grooming, clothing, and other product categories. Vegan Friendly states that it reviews product components before authorizing the label, allowing manufacturers to signal vegan suitability in mainstream retail environments.
Restaurant and business certification
Vegan Friendly Business Label
A certification and discovery program for restaurants and other businesses that offer vegan choices. The organization also works to make vegan categories available in restaurant directories and online delivery services, helping consumers locate suitable options through common food-discovery channels.
Workplace certification · 2020
Vegan Friendly Employer Label
A workplace-oriented label introduced as part of the organization's 2020 expansion. It recognizes companies that encourage vegan-friendly food and workplace practices and seek to provide a more inclusive environment for vegan and vegetarian employees and applicants.
Public event
Vegan Fest
An annual public vegan festival combining food, advocacy, education, and community activity. Vegan Friendly describes it as the world's largest vegan festival. The fourth edition was held at Yarkon Park in Tel Aviv in June 2023.
Advocacy and education program
Vegan Active
A supporters' club associated with Vegan Friendly that helps deliver awareness and educational projects. Its activities have included public campaigns, lectures, media projects, and initiatives addressing the ethical and practical dimensions of veganism.
Marketing campaigns
- 2022Hapoel Tel Aviv basketball sponsorship
Israel
A sports sponsorship used to extend Vegan Friendly's public visibility beyond specialist vegan audiences.
Outcome. The association sponsored Hapoel Tel Aviv basketball in August 2022.
- 2021Fresh Fresh
Israel
A prime-time television advertisement launched in September 2021 to promote veganism to a mainstream Israeli audience.
Outcome. Vegan Friendly estimated that approximately one in three Israelis saw the advertisement.
- Vegan Fest
Israel
Vegan Friendly's recurring large-scale festival presents vegan food, advocacy, education, and community activities to a broad public audience.
Outcome. The fourth event, held in Tel Aviv in 2023, was reported to have attracted more than 100,000 attendees.
- A Mother's Testimony
Israel
An informational video addressing ethical issues associated with the dairy industry, featuring Israeli actor and presenter Rotem Sela.
Outcome. The organization reported approximately one million Israeli viewers and claimed that the project contributed to changes in consumption habits.
Brand decisions
2022
Launch of United States operationsStrategyBackground
Following its United Kingdom expansion, the association pursued a wider international footprint.
Action taken
Vegan Friendly began operating in the United States.
Aftermath
No independently verified scale or later operating results are provided in the available source material.
2020
Expansion into employer certificationStrategyBackground
Vegan Friendly sought to influence institutional environments as well as consumer products and restaurants.
Action taken
It introduced a label for companies and employers that promote vegan-friendly, environmentally conscious, and inclusive workplace practices.
Aftermath
The organization's scope broadened from product and hospitality guidance to workplace policy and employee experience.
2020
International expansion into the United KingdomStrategyBackground
The organization aimed to apply its certification and business-development model outside Israel.
Action taken
Vegan Friendly began operating its model in the United Kingdom.
Aftermath
It later reported more than 1,200 certified businesses and 3,000 certified products in the United Kingdom after approximately two and a half years.
2013
Launch of the national Vegan Friendly product sealProduct launchBackground
Consumers and businesses needed a recognizable way to identify vegan products across mainstream retail categories.
Action taken
The association introduced a product-labeling program based on review of product components.
Aftermath
The program expanded across food, grooming, clothing, and other categories and later included products from major manufacturers.
Recent events
- 2023
Vegan Fest draws more than 100,000 attendees in Tel Aviv[1]
Other
The fourth Vegan Fest took place at Yarkon Park in Tel Aviv in June 2023 and reportedly attracted more than 100,000 visitors.
- 2022
Vegan Friendly begins operations in the United States[1]
Other
The organization extended its certification and advocacy model to the United States.
- 2022
Vegan Friendly sponsors Hapoel Tel Aviv basketball[1]
Campaign
In August 2022, the association sponsored Hapoel Tel Aviv in basketball as part of its broader public-facing outreach.
- 2022
Vegan Friendly reports more than 1,800 certified businesses and 10,000 labeled products[1]
Other
By November 2022, the association reported more than 1,800 certified businesses and over 10,000 Vegan Friendly-labeled products in Israel.
- 2021
Vegan Friendly launches the Fresh Fresh prime-time campaign[1]
Campaign
In September 2021, the association launched a prime-time Israeli television advertisement promoting veganism. The organization estimated that the campaign reached roughly one in three Israelis.
- 2020
Vegan Friendly expands certification to companies and employers[1]
Other
The organization broadened its labeling program beyond products and hospitality businesses to include employers and companies that support vegan and vegetarian employees and promote animal- and environment-conscious practices.
- 2020
Vegan Friendly takes its certification model to the United Kingdom[1]
Other
The association began applying its business model in the United Kingdom and later reported more than 1,200 certified businesses and 3,000 certified products there.
- 2013
Vegan Friendly begins national product-labeling project[1]
Product launch
The association launched a nationwide program to identify qualifying vegan food, grooming, clothing, and other products with the Vegan Friendly seal.
Sources2 sources
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