Forty years of clinical studies leave no doubt that a diet rich in fresh vegetables saves lives. The link between lack of fresh dietary vegetables and early death from diseases like cancer and heart disease is clear. By fully embracing World Health Organization guidelines concerning fresh vegetables, that risk could slashed by nearly half.
“As a cancer immunotherapy researcher, who’s lived and breathed the immune system for years, I realized that the way to fight disease starts not in the hospital but on the plate,” says Dr. Tsipi Shoham, founder and CEO of GreenOnyx.
She spearheaded the creation of this company whose groundbreaking approach makes fresh vegetables accessible and enjoyable for everyone, every day, while ensuring food security for all.
“The data show that eight out of ten people consume insufficient fresh green vegetables because of time and hassle,” says GreenOnyx CRO Ben Kidron. “Vegetables need to be washed and cut, not everyone likes their taste, and their shelf life is very short.”
“There’s greater awareness of the importance of incorporating more fresh leafy greens into the daily menu, but in practice, most of us succumb to the always available processed food,” says Dr. Shoham. “To return freshness to the plate, we needed a vegetable that’s ready to eat – something as easy as grabbing a yogurt. We looked for a food that doesn’t take us out of our comfort zone, that’s a ‘team player,’ easily integrated into any meal be it a school sandwich, a family pasta or simply spooning it from the package.”
Keep reading at haaretz.com.
GreenOnyx Founder and CEO Dr. Tsipi Shoham is a Technion alumna.
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