• Awarded: 2008
  • Issue Areas: Peace · Peace and Human Rights
  • Region: Europe · Middle East and North Africa · North America
  • Web:
  • About the Organization

    Together with people striving to co-exist, PeaceWorks creates and delivers unique and exciting specialty foods – using only the freshest ingredients, always all-natural, and always delicious. PeaceWorks does business with Israelis, Palestinians, Egyptians, Australians, Turks, Indonesians and Sri Lankans.

    They are guided by the theory of economic cooperation, whereby mutually beneficial economic initiatives can create good relations between rival peoples in the same way that business partners anywhere profit from cooperation.

    In this manner, cooperative business ventures that capitalize on the strength of each partner can enable the conditions necessary to achieve long-lasting cultural understanding and eventually even bring prosperity to regions of conflict around the world. PeaceWorks acts as the catalyst for profitable economic interdependence.

    PeaceWorks’ Cooperation Ecosystem model combines commercial cooperation, regional participation, and human interaction. Their work has resulted in job creation, export-led growth, technology transfers, and peace building.

    In Israel and Palestine, as in most conflict zones, extremism overshadows the greater number of moderates who want peace.

    PeaceWorks Foundation’s OneVoice Movement aims to amplify the voice of that majority.

    Daniel Lubetsky is re-framing the debate from Israel vs. Palestine to moderates vs. extremists.

    More than 750,000 people have signed on to support the OneVoice movement.

    Ambition for Change

    Moderates in the Middle East unite to push for a negotiated two-state solution to the Israeli-Palestinian conflict. Palestinians and Israelis have the tools to change their futures.

    Path to Scale

    Build a Movement

    Institutional partners and funders join in implementing parts of the program; youth ambassadors assume positions of responsibility in the society as they become adults; more people join the movement.

    Business Model

    Philanthropic support. The PeaceWorks company donates 5 percent of its profits to the PeaceWorks Foundation, which also receives support from other philanthropies.

    In college, Daniel Lubetzky researched Arab-Israeli joint ventures and saw an opportunity to use business to bring stability to the Middle East. He built his own business, PeaceWorks Holdings LLC, a company that is about pursuing both peace and profits. PeaceWorks facilitates joint ventures among neighbors on opposing sides of political or armed conflicts, producing healthy food and snacks that PeaceWorks markets to more than 15,000 U.S. retailers. After the breakdown of the second Camp David Accords, Daniel realized that many people shared his point of view but were not represented in the peace process. He set out to build a movement of moderates who could unite for peace in the Middle East through PeaceWorks Foundation’s OneVoice Movement. This mainstream, nationalist, grassroots movement aims to amplify the voice of the heretofore silent majority who wish for peace and prosperity. The movement empowers them to demand accountability from elected representatives and work toward a two-state solution, by training individual leaders in conflict resolution, conducting campaigns, and re-framing the debate from Israel vs. Palestine to moderates vs. extremists. At the time of the Award, PeaceWorks had engaged more than 650,000 people across the Middle East and trained more than 6,000 youth ambassadors.

    Impact & Accomplishments

    • The number of people signing on to support the OneVoice movement has grown to some 750,000.
    • As the co-founder of the largest cross-party caucus in Israel’s Knesset, OneVoice Israel is linking civil society to elected officials.
    • OneVoice Palestine has built the second largest political youth movement in the West Bank.


    Daniel LubetzkyFounder, President, PeaceWorks

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