Tel Aviv, aptly called the global vegan (tivoni) capital of the world, is the hub of a culinary, social and consciousness movement that is sweeping Israel. Within the White City’s concrete jungle of bauhaus buildings, abutting glass and steel skyscrapers, is a city teeming with “vegan friendly” signs proudly affixed to businesses, from restaurants to markets to stores. The culinary and social atmosphere is decidedly one that gravitates towards conscious plant-based eating. The breadth of this fascinating Israeli social movement was evident at the city’s two day vegan fest that attracted a shocking 40,000 people (and yes, overwhelmingly Israelis). More people turned out for it than Eurovision the previous week. From labane to burgers, the throngs of Tel Avivians of all stripes lined up to eat from local restaurants, taste new Israeli vegan food brands and celebrate in an atmosphere that was decidedly positive, welcoming of everyone.