Animals Now

Animals Now is an Israeli animal-rights organization based in Tel Aviv. Founded in 1994, it was formerly known as Anonymous for Animal Rights and is also associated with the Hebrew name Animals. Its work focuses on changing the treatment of animals through public advocacy, legal and legislative action, investigative journalism, and programs intended to reduce demand for animal products. The organization has concentrated much of its campaigning on the industrial use of animals in agriculture and food production. It has investigated conditions in factory farms, slaughterhouses, poultry facilities, and other parts of the meat and egg supply chain. Some investigations were conducted covertly and subsequently broadcast on prime-time television. Reports involving major Israeli meat producers and slaughterhouses helped bring alleged abuse into public view; in some instances, the cases resulted in criminal proceedings against workers or temporary closures of facilities. Animals Now has also worked with international animal-protection organizations on investigations outside Israel, including work concerning poultry and egg production in India and slaughterhouses in South America that exported meat to Israel. A major part of the group’s strategy has been to seek enforceable changes in law and regulation. Its campaign against the force-feeding of geese and ducks contributed to an Israeli court ruling that effectively prohibited the practice in 2003; the prohibition took effect in 2006. The organization also challenged the isolation of calves in individual crates and the withholding of water in the veal industry. A 2005 court ruling outlawed those practices. Its advocacy against the use of animals in circuses contributed to a nationwide Israeli ban on the use of wild animals in circuses, while several municipalities also adopted restrictions covering domesticated animals. Animals Now has pursued additional reforms concerning live-animal exports, the sale of fur, and egg production. Its campaign against live exports contributed to the introduction of legislation intended to prohibit such exports to Israel. In 2021, the organization lobbied for restrictions on the sale of fur clothing, subject to religious exemptions. In 2024, it was associated with the passage of a Knesset bill banning the starvation of hens as a method of increasing egg production. The organization also promotes individual dietary and lifestyle change. In 2014, it launched Challenge 22, a guided program designed to introduce participants to veganism with assistance from nutritionists and counselors. The program began in Israel and was later extended internationally. Participants included Israeli legislators Tamar Zandberg and Sharren Haskel, both of whom became vegan after taking part. Through this combination of investigations, litigation, legislative lobbying, public education, and vegan outreach, Animals Now operates as an advocacy organization rather than a conventional consumer brand. Its public identity is associated with animal protection, opposition to intensive farming and slaughter practices, and the promotion of plant-based alternatives.

Animals Now was founded in Israel in 1994 under the name Anonymous for Animal Rights and later adopted the shorter Animals identity. The organization developed around the idea that animal suffering in agriculture, slaughter, entertainment, and commerce could be reduced through a combination of public exposure and institutional reform. Rather than limiting its work to individual rescue or shelter services, it has generally emphasized systemic change: documenting conditions, bringing cases to public attention, supporting legal challenges, lobbying lawmakers, and encouraging consumers to adopt plant-based diets. One of its earliest prominent campaigns concerned the force-feeding of geese and ducks for foie gras production. Animals Now challenged the practice as cruel and pursued a legal route that culminated in an Israeli court ruling in 2003 effectively prohibiting force-feeding. The ban took effect in 2006. The organization continued to monitor the industry and pursue action against farmers alleged to have continued the practice illegally. The group later challenged conditions in the veal sector, including the use of individual crates that prevented calves from moving and the withholding of water. Its campaign contributed to a 2005 court ruling outlawing both practices. These cases established a pattern in which Animals Now used animal-welfare principles to seek binding standards rather than relying solely on voluntary commitments from producers. Investigative work became another central part of the organization’s public profile. Its covert investigations into Israeli meat producers, poultry facilities, and slaughterhouses were broadcast on prime-time television. Reports involving companies such as Tnuva, Soglowek, Dabah Salah & Sons, and the Haifa Slaughterhouse alleged abusive treatment of animals. According to accounts of the organization’s work, some investigations were followed by criminal charges or indictments against workers and temporary shutdowns of slaughterhouses. Animals Now also cooperated with international groups, including PETA and PETA India, on investigations into poultry and egg production in India and slaughterhouses in South America supplying meat to Israel. One international investigation contributed to rabbinical instructions that kosher slaughterhouses stop using the shackle-and-hoist method. Animals Now has also campaigned against animals in entertainment. Its work opposing wild animals in circuses contributed to a nationwide Israeli ban on that practice. Several Israeli cities, including Tel Aviv, Beersheba, and Herzliya, additionally adopted bans or restrictions concerning domesticated animals in circuses. The organization has pursued restrictions on live-animal exports, contributing to a bill intended to prohibit live exports to Israel. In 2014, Animals Now broadened its work on dietary change by launching Challenge 22. The program gives people a limited-period introduction to veganism supported by nutritionists and counselors. It began in Israel and subsequently became international. Participants included members of the Knesset Tamar Zandberg and Sharren Haskel, both of whom became vegan after participating. The program reflects the organization’s broader view that legal reform and consumer behavior can reinforce one another. More recent advocacy has addressed fur and egg production. In 2021, Animals Now lobbied for an Israeli prohibition on fur sales, while religious exemptions remained. In 2024, it helped secure passage of a Knesset bill banning the starvation of hens to increase egg production. Across these campaigns, Animals Now has retained a strategy centered on investigative evidence, court action, legislative lobbying, media visibility, and public education. Detailed information about its internal governance, current leadership, finances, and present organizational structure is not established in the supplied reference material.

• 2024

  Bill banning starvation of hens passes

  [1]Animals Nowen.wikipedia.org

  Animals Now helped achieve passage of legislation prohibiting starvation of hens to increase egg production.

• 2021

  Fur-sale restrictions campaign

  [1]Animals Nowen.wikipedia.org

  The organization lobbied for an Israeli ban on selling fur clothing, subject to religious exemptions.

• 2014

  Challenge 22 introduced

  [1]Animals Nowen.wikipedia.org

  Animals Now launched its vegan-transition program with support from nutritionists and counselors, later extending it internationally.

• 2006

  Force-feeding ban takes effect

  [1]Animals Nowen.wikipedia.org

  The prohibition arising from the earlier court case became effective.

• 2005

  Veal-industry practices prohibited

  [1]Animals Nowen.wikipedia.org

  A court ruling outlawed keeping calves in individual crates and withholding water, practices targeted by the organization.

• 2003

  Court ruling against force-feeding

  [1]Animals Nowen.wikipedia.org

  A legal campaign against force-feeding geese and ducks contributed to a ruling that effectively prohibited the practice in Israel.

• 1994

  Organization founded

  [1]Animals Nowen.wikipedia.org

  An Israeli animal-rights organization was established under the name Anonymous for Animal Rights, later becoming known as Animals Now or Animals.

A rights-oriented Israeli animal-protection organization combining undercover investigations, litigation, legislative advocacy, media campaigns, and vegan education to improve animal welfare and reduce the use of animals in food production and entertainment.

• Vegan transition program · 2014

  Challenge 22

  A guided program launched in 2014 to help participants try veganism. It combines practical support with access to nutritionists and counselors, aiming to make dietary transition more informed and sustainable. Initially launched in Israel, the program later expanded internationally. Its participants have included Israeli parliamentarians who subsequently adopted vegan diets.

• Advocacy and public education

  Animal-rights investigations

  Covert and public investigations documenting alleged abuse in factory farms, poultry facilities, meat-processing businesses, and slaughterhouses. The resulting material has been used in media campaigns, legal proceedings, and legislative advocacy in Israel and through international partnerships.

• 2024Hen-starvation prohibition campaign

  Israel

  The organization advocated against starving hens to manipulate egg-production cycles.

  Outcome. A Knesset bill banning the practice passed in 2024.

  Source
• 2021Fur-sale ban campaign

  Israel

  Animals Now lobbied to prohibit the sale of fur clothing in Israel.

  Outcome. The resulting restrictions included religious exemptions.

  Source
• 2014Challenge 22

  Israel · International

  A vegan-support initiative providing participants with nutrition and counseling assistance during an introductory vegan period.

  Outcome. The program expanded internationally and became a prominent dietary-transition initiative associated with the organization.

  Source
• 2010Live-export campaign

  Israel

  The organization campaigned against exporting live animals to Israel and advocated legislative prohibition.

  Outcome. The campaign contributed to the introduction of a bill intended to outlaw live exports to Israel.

  Source
• 2000Calf-crate and water-access campaign

  Israel

  The organization campaigned against confining calves in individual crates and withholding water in the veal industry.

  Outcome. A 2005 court ruling prohibited both practices.

  Source
• 2000Circus-animal campaign

  Israel

  Animals Now opposed the use of animals in circuses and promoted restrictions on animal-based entertainment.

  Outcome. Israel adopted a nationwide ban on wild animals in circuses; several municipalities also restricted the use of domesticated animals.

  Source
• 1990Campaign against force-feeding of geese and ducks

  Israel

  Animals Now challenged force-feeding in foie gras production through public advocacy and legal action. The campaign contributed to a 2003 court ruling and a prohibition that took effect in 2006.

  Outcome. Force-feeding was effectively prohibited in Israel, with later legal action directed at alleged illegal continuation of the practice.

  Source

• 2024

  Advocacy for a ban on starvation of hensStrategy

  Background

  Animals Now opposed the use of starvation to increase or manipulate egg production.

  Action taken

  The organization lobbied for legislation prohibiting the practice.

  Aftermath

  The Knesset passed a bill banning starvation of hens for this purpose.

  Source

• 2021

  Lobbying for restrictions on fur salesStrategy

  Background

  The organization extended its animal-protection agenda beyond food production to the commercial use of fur.

  Action taken

  Animals Now lobbied Israeli policymakers to prohibit the sale of fur clothing.

  Aftermath

  Restrictions were adopted with religious exemptions.

  Source

• 2014

  Launch of Challenge 22Product launch

  Background

  Animals Now sought to complement institutional animal-welfare advocacy with a program encouraging people to reduce or eliminate animal products.

  Action taken

  It launched a supported vegan-transition program involving nutritionists and counselors, first in Israel and later internationally.

  Aftermath

  The program became an international outreach vehicle and included participants who later adopted vegan diets.

  Source

1. 1Animals Nowen.wikipedia.org
2. 2Animals Now official websiteanonymous.org.il