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An Israeli Company Bets That Seaweed Isn’t Just for Sushi Anymore

For taste and health benefits, Israelis have adopted many products that weren’t part of it originally. Previously marketed only in the U.K., Belgium, and the Netherlands, Seakura seaweed is now entering the Israeli market. Its seaweed salads debuted last December in Israel’s leading supermarket chain specializing in organic and natural foods, ecological products, and dietary supplements. Moshe Rivosh, CEO of a company called Seakura, wants to change the way Israelis eat. He wants Israelis, vegetarian or not, to add seaweed to their diet—and not just wrapped around sushi rolls. Seaweed is fresh and nutritious, and it’s locally grown. But will anyone actually eat it instead of lettuce or spinach?

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