Concept and Goals
NEW IJ is putting together a webinar and an EXPO event concerning plant-based food (PBF) and its various aspects. PBF is one of the most up-and-coming trends in the world nowadays since it’s related to environmental issues, agriculture, sustainability, health, and responsible consumerism. Israel has been a world leader in PBF in these last few years, with over 60 vegan-tech innovations, 390 AgriFoodTech startup companies in Israel, 91 investors (local and foreign), public sector support, as well as Tel-Aviv being recognized as the world’s vegan capital. In Japan, you can already witness the beginning of this process, with the Japanese vegan products market that has been growing significantly in the last few years. Although the number of vegans in Japan is still small in comparison to western countries (less than 2% of the population), environmental awareness is growing, especially with young people, and with its growth in consumption of PBF. Our goal is that this initiative will lead to a positive impact on both nations, and encourage many fruitful collaborations between them.