It’s amazing how a good idea and some strong enthusiasm can make an incredible difference. Here’s proof. Just four years ago, Miki Haimovich decided to launch Meatless Monday in Israel. Of course, it didn’t hurt that Miki was a well-known and trusted figure in her country. She had worked as a TV news anchorwoman for nine years.
“When we brought the Meatless Monday global campaign to Israel four years ago, few people had heard of it. What’s more, most couldn’t understand why reducing meat consumption was an issue that needed to be addressed,” said Ms. Haimovich, “Things have come a long way since.”
Over Half a Million Meatless Monday Supporters
Based on a recent survey, nearly 65% of the Jewish population have now heard about Meatless Monday. More importantly, over 500,000 respondents say they are currently choosing not to eat meat one day a week. These results are particularly impressive because they were achieved only through public relations and word of mouth – not paid advertising.
Meatless Monday Embraced by Leading Israeli Organizations
The growing support for Meatless Monday is rooted in partnerships that have been developed at leading organizations, such as caterers Sodexo, ISS, Shultz and Idit, as well as health and environmental protection agencies and animal welfare organizations.
“We offer a win-win-win proposition,” said Or Benjamin, Meatless Monday campaign manager for the past year and a half, “Employees are happier because they get a greater choice of healthy foods. The service providers like it because plant-based meals cost less to make. And our country’s Corporate Social Responsibility officers are pleased because it reduces greenhouse gases.”
From left to right: Or Benjamin, campaign manager, Miki Haimovich, co-founder and Liat Zvi, co-founder.
Photo by Menash Cohen.
Gala Event to Celebrate Four Years of Meatless Monday
Late last February, partners, volunteers, friends and family attended a special Meatless Monday event held in Tel Aviv to celebrate the four-year anniversary. Awards were presented to leading partners, including Intel, the Ministry of Foreign Affairs and the Rabin Medical Center. This festive gathering doubled as a fund raiser to help finance future Meatless Monday campaign efforts. Catch up on their latest news on their Facebook page.
Get Involved. Join the Meatless Monday Movement
If you’re reading this, chances are you’re interested in eating healthier and maybe helping to protect the environment. Why not take a moment and think if you know someone who might also share these interests. You could talk to them about Meatless Monday, or send them an email, or maybe forward this article. Like to know other ways you can help? Please get in touch with us at info@MeatlessMonday.org
Meanwhile, in honor of Israel’s four year Meatless Monday anniversary, here’s a one of our favorite traditional Jewish meatless recipes. Enjoy!