It is fitting Daniel Lubetzky would grow up to be an entrepreneur who tries to bring peace to the Middle East. He recalls how, one summer when he was 12 and working for a textile wholesaler in Mexico City, he overheard people on the bus bashing Israel.
Lubetzky gives his spiel. 'I said, "Let me introduce you to your neighbors,"' when originating his cooperative business model.
Photo: Courtesy
"They were talking about Sabra and Shatilla," he recalls. "They were saying horrible things about Israelis and Jews."
Upset, the boy reported what he had heard to his father, Roman Lubetzky, a Holocaust survivor who talked with him about Israel's right to exist, its existential struggle. With his father's help, he wrote a letter to Mexico City's Excelsior newspaper decrying the double standard of condemning Israel without condemning the perpetrators of the massacres.
At 39, Lubetzky's youthful passions-for Israel, for raising consciousness, and for business - remain intact.
But he's come a long way from, as he puts it, "carrying shmattes" in Mexico City. These days, he peddles his food products, including Israeli-made sauces and spreads and Australian-manufactured nutrition bars, to a global market, with a presence in countries ranging from the US to Japan to Dubai.
PeaceWorks, his food company, is founded on the principle of simultaneously making profits and peace by bringing together, in business, people from opposing sides of various world conflicts. He also runs the PeaceWorks Foundation, whose main project is OneVoice, an organization Lubetzky founded to "amplify the voices of moderates" in the Israeli/Palestinian conflict. As the labels on his products state, 5 percent of all profits go to OneVoice.
On a panel discussion at the World Economic Forum with Aaron D. Miller, former US advisor on Arab-Israeli negotiations.
Photo: Courtesy
Tall and broad-shouldered, with a full, expressive mouth, Lubetzky has the offbeat handsomeness of a character actor. Depending on the light, his large eyes look blue, green or brown. Married this year, he maintains homes in Tel Aviv, New York and San Antonio, Texas, the three cities where PeaceWorks has offices. OneVoice has offices in New York, London, Tel Aviv, Gaza City and Ramallah.
On a recent afternoon, speaking in his slightly Mexican-accented English, he articulated PeaceWorks' unique philosophy.
"We call it a 'not-only-for profit company," he says, "meaning, we won't do something if it is not profitable, but we hope to also make the world a better place."
PeaceWorks has three ventures: Meditalia, based in Israel and operated by an Israeli Jew, which buys ingredients mainly from Arabs in Israel, in neighboring countries and in the West Bank; Bali Spice, all-women-run cooperatives in Indonesia and Sri Lanka that produce coconut milk and sauces; and KIND Fruit & Nut bars, which according to SPINS Market Data (a market research and consulting firm for the natural products industry) have reached the top three spot in the US market in the health snack and energy bar category.
KIND Fruit & Nut are currently sold in over 20,000 stores, including US-based chains Whole Foods and Trader Joe's. They are also sold in countries including Saudi Arabia, Dubai, the United Kingdom, Japan and soon Israel ("We're in the process of certifying the factory kosher," says Lubetzky).
With their whole chunks of dried fruit and intact nuts bound by a light touch of honey or yogurt, the bars contain no preservatives or additives.
"They're the Rolls Royce of bars," says Lubetzky. "Made with ingredients you can actually see that have names you can pronounce."
Lubetzky does not own the factories where any of PeaceWorks products are produced. His company owns the brands and handles marketing and distribution.
THE MAIN office of PeaceWorks and OneVoice, located in the Chelsea neighborhood in Manhattan, is loft like and minimalist. The 30 employees, 20 who work for the business and 10 who work for OneVoice, sit in partially open cubicles.
Painted on the white walls in blue letters are quotations from luminaries like Ralph Waldo Emerson and Mahatma Gandhi. One quotation stands out: "If you have built castles in the air, your work need not be lost; that is where they should be. Now put foundations under them" - Henry David Thoreau.
Lubetzky's office, separated by a glass door and large window, is fully visible from the large room. On a recent afternoon, he sits with Darya Shaikh, executive director of OneVoice, and Erin Pineda, director of communications.
The three are planning a conference in Israel and the Palestinian territories of OneVoice, on which Lubetzky says he spends more time than on his business. While PeaceWorks employs "between 15 and 20" full-time, OneVoice employs 30, he says.
"When are we going to meet with [Foreign Minister] Tzipi Livni?" asks Lubetzky.
"It's impossible," says Shaikh.
"How can you say it's impossible, send a letter quickly, we're six weeks away. And we want to push for meetings with [Palestinian Authority] President [Mahmoud] Abbas, [negotiator] Saeb Erekat and [Prime Minister] Salaam Fayad. Please remind Fayad I met him in Davos."
Since he established it in 2000, Lubetzky's OneVoice has recruited almost 650,000 people - about equal numbers of Israelis and Palestinians - to sign a "OneVoice mandate." It's a short declaration of principles demanding that elected officials work to achieve such ideals as "the rights of both peoples to independence, sovereignty... dignity, respect, national security, personal safety and economic viability." It also demands that leaders negotiate a two-state solution within a year. In some cases, Palestinians received a preamble discussing an end to occupation, and Israelis got a preamble addressing the need for security.
While the organization continues to boost its numbers, it no longer uses the mandate. "There will be something done [with it] in terms of connecting the grassroots to the top level" in government on both sides, according to Pineda.
The organization has also graduated 1,280 Israeli and Palestinian "youth leaders," mostly teenagers, who go through training to speak in the territories, in Israel and abroad about the importance of cooperation between Israelis and Palestinians, especially in business. A popular topic is that Israelis and Arabs should oppose divestment campaigns.
