The ideology of environmental quality and the belief in a cleaner world has led to two Israeli entrepreneurs joining manufacturers from the East and developing a line of one-time, disposable utensils that are made from palm leaves and are created through economical energy methods. After understanding the current products that exist today in the market, and researching the disposable materials category, it was decided to have a strategy of creating a brand that has a goal of designing and produce quality disposable products at low prices. The integration of a human character that conveys the messages of the brand with full transparency and uniquely designed packaging that stands with strictly high quality have created the Anicca brand for a cleaner world.