Israel’s next big business might be seaweed.
Moshe Rivosh is the CEO of a company called Seakura, which wants to change the way Israelis eat. A member of Kibbutz Lohamei HaGeta’ot, Rivosh was one of the founders nearly 30 years ago of Tivall, which today claims to be the world leader in developing, manufacturing, and marketing ready-made vegetarian food products. Now Rivosh wants Israelis, vegetarian or not, to add seaweed to their diet—and not just wrapped around sushi rolls. He wants them to start cooking with it, using it in salads, and consuming it on a regular basis, like spinach or lettuce.