As part of the marketing, the association conducts strict tests of the products' components to make sure that they are actually vegan.

[2] As part of the marketing, the association maintains collaborations with food chains and large businesses, providing advice on how to become vegan friendly and more.

The label symbolizes a company that is environmentally friendly, compassionate toward animals, and promotes a healthy vegan lifestyle.

[5][6][7] With the participation of Rotem Sela, an informational video was made which deals with the ethical issues of the dairy industry.

This project was watched by about a million Israelis and caused thousands of people to change their consumption habits.