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2B Friendly ( formerly known as Circles of Justice ) is an Israeli NGO dedicated to promoting a more just and environmentally-friendly economy through the power of the private sector.
2B Friendly is a part of 2BGroup, that was founded by Yoel Cheshin, and aims to redesign the corporate – it leads a change in the manner which companies and businesses operate.
The group operates through two funds: 2BAngels, aVenture Capital Fund, and 2Bcommunity, an Impact Investment Fund. Both funds operate according to three principles: PROFIT, PEOPLE, PLANET.
Small and medium -sized businesses are the engine for Israel’s economic growth. Israel’s 500,000+ SMB’s make up more than 99% of the country’sbusinesses and are responsible for 53% of Israel’s GDP, as well as 61% ofthe Israeli workforce. 2B Friendly recognizes that struggling SMB’s cannotplace values before profitability, which is why we aim to make fair practices a profitable endeavor
We operate as a platform for SMB’s to embrace socioeconomic andenvironmental values.In parallel,weact to streng then these businesses financially by generating public awareness of their new goals. This way, consumers can prioritize and deliberately direct their every day spending towards the businesses that are making aconscious effort.
2B Friendly is based on the Impact Assessment, a rating and screening system for SMB's, built in collaboration with expert organizations.
Together, we have built a detailed analysis tool designed to understand businesses’ conduct in four categories: accessibility to the disabled, the use of environmentally friendly products and practices, employee rights, and cooperation with the community.
Businesses demonstrating good practices in respect to these fields receive 2B Friendly’s seal of approval and eligibility for government-incentives(2B Friendly works together with local & state authorities). All the while, 2B Friendly gives guidance to businesses, both those that did and did not meet the “friendly” criteria, on improving practices and actively assists them in doing so.
With respect to the public sphere, 2BFriendly utilizes campaigns in order to increase public awareness of often overlooked social indecencies, environmental threats, the power consumers wield to remedy them, and how to leverage it.
Furthermore, “friendly” accredited businesses display the 2BFriendly badge in their establishment and will be included across 2BFriendly’s digital platforms, enabling conscious consumers to recognize and support them over less “friendly” competitors. Thus, using civic engagement as a tool of change fora bettere conomy.
Ultimately, 2BFriendly’s annual impact report will portray socioeconomic progress and lives positively impacted in concrete terms, allowing businesses and consumers to internalize the power of conscious consumerism.
Executive Director
Shelly was appointed Partnerships Coordinator at 2016, and since 2021 seves as an executive director.
As the executive director, Shelly lead projects fronting hundreds of businesses, focusing on innovation and growth counselling, providing guidance and support to meet the SDG Impact Assessment Criteria.
Shelly professionals in Corporate Social Responsibility and Shared value, Impact and Effectiveness Measurement; Converging activity between sectors and businesses, government of ces and local authorities; Prior to 2b friendly, Shelly was VP impact development at 2B Community Impact Fund by 2B GROUP. Shelly was responsible for developing a social/impact measurement for the fund's investments. Shelly also represented the Fund at the National Social Business Forum, in collaborations with government ministries and more.
Parallelly, Shelly serves (volunteering) as a council Member of Tel Aviv-Jaffa City municipal Council since 2013. Shelly also serves as a Board Member at The Tel Aviv-Yafo Economic Development Authority Ltd and as a Board Member at The Tel Aviv Museum.
Before her arrival to 2B GROUP, Shelly was the CEO of The Coalition of Women's Organizations in Israel, whose goal was to cooperate and execute joint projects on a large scale. Before that Shelly worked for 2 years as Senior Parliamentary Advisor to the Chairperson of the Promotion of Women’s Status Committee in the Knesset, coordinating the committee's work for two years.
Shelly is a member of the Israel Bar Association since 2002 and holds M.A (cum laude) in Political Science, Public and Political Leadership Program (Tel Aviv University) and LLM (cum laude), Faculty of Law (The Hebrew University of Jerusalem)
Project Manager
Michal serves as a Project Coordinator of 2B-Friendly and coordinates the western Negev sector in the "Local Impact" project in the various counties that 2B-Friendly works with. Michal earned a bachelor’s degree in Biology and Environmental Sciences from the Hebrew University. Michal has experience as an environmental consultant, working with government ministries, which includes managing green procurement projects, economic and theoretical research, and energy efficiency implementation projects. Michal also was involved in producing and guiding events, including hackathonsand meetups. Michal has experience in training and educating for sustainability inseveral school settings in Israel. Michal lives and breathes sustainability and loves to think of innovative ideas based on the principles of sustainability and circul are conomy. Believing that "environmentalism" must come hand in hand with economic interest and thus achieve greater good and well – being at the environmental and social level.
Eastern and Western Negev Field Coordinator
Kobi manages the area of the eastern and western Negev regions in the Local Impact project. kobi defines himself as a "Be'er Sheva born environmentalist", vegan from childhood. Kobi comes from a background in hardware development, copywriting and marketing writing, manufacturing and marketing plant nutrition solutions for small food businesses and chains. Through Kobi's rich past experience working with businesses in the food industry, he harnesses businesses for the "Local Influence" project, and provides them with close guidance and advice.
Service member
A service member at the 2b-friendly association, works closely with the project manager. He came with the goal of promoting his principles in the field of the environment while learning more deeply about the climate crisis.Ido studied economics and business administration, successfully completed his high school studies.
We are now in the process of promoting the 2b-friendly association and the "mitcachvim" association on social networks and in our digital knowledge center.
Yoel Cheshin is the Co-Founder and Chairman of 2B.VC (Previously 2B Community, 2B Angels & 2B Group) and 2B-Friendly.
He has been an active angel investor for several years before forming 2B-Friendly, with the purpose of creating an investment fund that supports sustainable social and enviromental change.
2B.VC makes venture investments in technology startup companies and impact investments platform that offer a double bottom line – financial profit and social impact.
Mr. Cheshin received his LL.B (Summa Cum Laude) from the Hebrew University.
Shlomit Yarkoni has fteen years of experience in a variety strategic planning., managing NGO’S and fundraising. Shlomit has worked with leading organizations such as NIF, IVN, US- Israel Technology Foundation, The US State Department etc. Shlomit was Director of Project and Partnership Development at the New Israel Fund (NIF). She held management positions at the BRM institute for Technology & Society and at the Israel Venture Network. Her diverse experience includes managing more than 800 volunteers at the Latet international humanitarian aid organization. She is also active in several volunteer organizations. Holds an MA degree in archaeology and linguistics from Hebrew University of Jerusalem.
Managing Director at the Howden Broking Group, Simkin has been working in the insurance industry for over 20 years and is an Associate of the Chartered Insurance Institute. Simkin was the co-founder of Engel Simkin Insurance Brokers, which was acquired by Howden in November 2003. He holds a bachelor’s degree in political science from Haifa University.
As an association that promotes social and environmental consumerism on the basis that we all have the power to make a change for the better, we believe in the need to act with full transparency to ensure credibility and independence. All relevant documents about the association's activities are published on GuideStar.
Donation
Every donation you give helps us to advance the important activity of 2B Friendly.
2B Friendly is a recognized non-profit organization and donations to the organization are tax-deductible.
Bank Poalim, Branch # 628 Acct # 429179