- Business
- Sipup Corporation Sipup Corporation (SPUP), a business-to-business-to-consumer (B2B2C) company, operates a proprietary platform centered on plant-based and vegan products through its wholly owned subsidiary VeganNation Services Ltd.; the platform offers plant-based groceries and burgers, fresh produce, beverages, prepared meals, fashion items, and home goods; it also facilitates content distribution for the plant-based community and enables virtual or in-person collaboration opportunities for participants. Sipup Corporation serves consumers, merchants, and suppliers in the sustainable consumer retailing and internet services sectors, with a focus on promoting conscious consumption and environmental awareness via its digital ecosystem. The company, founded in 2012 and headquartered in Herzliya, Israel, completed a reverse merger with VeganNation Services Ltd. in September 2021, under which VeganNation became the surviving entity for financial reporting purposes in a transaction valued at $3.3 million; this strategic shift positioned Sipup as a publicly traded pioneer in the global vegan ecosystem, with subsequent developments including the appointment of a Vice President for Business Development in Europe in April 2022 and the launch of its GreenCoin (GRNC) digital token on cryptocurrency exchanges to support a green loyalty program within the platform.