Dave Gordon
Israel is facing one of the most intense periods of global pressure in recent memory. From the devastating war in Gaza, to escalating threats from Iran and its proxies, the nation’s security and legitimacy are being challenged on multiple fronts. Here in the United States, pro-Palestinian demonstrations – many of them increasingly hostile and disruptive – have taken hold on college campuses, in city streets, and even in corporate boardrooms. The fallout has extended beyond protests to economic pressure, as the BDS movement gains traction and companies reevaluate their ties to Israel.
For those watching these developments with growing concern, the question is urgent: What can I do?
While most of us are not policymakers or diplomats, we are consumers. And the choices we make – where we spend, what we buy, and whom we support – carry weight. That’s where the concept of a buycott comes in. Unlike a boycott, which seeks to punish, a buycott is a deliberate act of support: choosing to spend money on Israeli products, Israeli-owned businesses, or companies that refuse to bow to anti-Israel pressure. It may seem small in the face of global unrest – but history has shown that even modest consumer actions can make a difference. At a time when Israel is under siege in more ways than one, buying a bottle of wine, a jar of hummus, or a box of Israeli chocolates can become an act of solidarity. A buycott won’t end a war – but it sends a message: Israel is not alone.
“We have a problem,” exclaimed Brooklyn resident, Mr. Levy, to his wife. He had discovered a pint of their favorite ice cream, Ben & Jerry’s, in the freezer. He told her that from now on they would no longer be buying that brand.
Was it the heksher?Mrs. Levy asked. Hadthe Kof-K kosher supervision been pulled from the product? No, and no. Mr. Levy responded that Ben and Jerry’s would no longer be considered kosher in their eyes because the company had decided to capitulate to the anti-Israel movement BDS – boycott, divestment, and sanctions. The family agreed to no longer buy or eat Ben and Jerry’s, taking a principled stand against the company that has not only misguided views of Israel, but to their minds, contributes to harmful and hateful messaging. In 2021the company said that selling the ice cream in Judea and Samaria was “inconsistent” with their values, and it would not renew its licensing agreement for distribution there.
The company’s position has remained consistent, a move that led to a backlash, including divestment by some investors, and legal disputes with Unilever, its parent company.
Ben and Jerry’s Grows Colder on Israel
In fact, the ice cream company’s independent board has recently intensified its criticism, labeling Israel’s actions in Gaza as “genocide” in a May 2025 statement. This marks one of the strongest corporate denunciations of Israel’s conduct in the conflict, and has further strained the relationship between Ben & Jerry’s and Unilever.
Unilever has publicly distanced itself from the board’s statements, emphasizing that the views expressed are those of Ben & Jerry’s board and not the parent company.
But the ice cream maker’s political stance is not an isolated incident. While few major North American corporations have formally endorsed BDS, several have taken actions or made statements that align with BDS goals. Several well-known companies have withdrawn from Israel or made operational changes in response to pressure from BDS.
Other Corporations Bow to BDS Pressure
In December 2024, Brooklinen disclosed that it had moved all production out of Israel during 2023. The company cited years of pressure from BDS activists as a key reason for this decision.
In November 2024, 7-Eleven closed all eight of its stores in Israel. This marked a rare full market exit by a major international retailer, following sustained boycott pressure.
In December 2023, Puma announced it would not renew its sponsorship of the Israeli Football Association. While the company claimed the decision was unrelated to the Gaza war, it came after years of global boycott campaigns targeting Puma for its ties to Israeli settlements.
Chevron US, targeted for its investments in Israeli gas, halted expansion of a gas field in 2024 due to pressure. Starbucks experienced significant sales declines and laid off at least 2,000 employees in the Middle East in 2024. The company’s CEO acknowledged the negative impact of the boycotts in both the region and the United States.
The Earth Day Network, the world’s largest recruiter to the environmental movement, cut ties with SodaStream in 2014, and KQED Public Radio removed SodaStream from its donor gifts after BDS advocacy. In August 2024, San Francisco State University divested from companies including Lockheed Martin, Palantir Technologies, Leonardo, and Caterpillar after a three-week student solidarity encampment.
And finally, in 2024 Pitzer College became the first U.S. institution to end its study abroad program in Israel, following student-led BDS organizing.
These examples illustrate that BDS campaigns have, in several cases, led to marked changes in the operations, finances, or policies of targeted companies and institutions.
Consumer Choices Influence Corporations
These changes illustratethat consumer choices can influence corporate behavior. It is therefore incumbent upon supporters of the Jewish people and Israel to redirect spending to counter the effect – to make spending decisions that align with our values.
Several organizations and websites actively track companies and corporations that are considered pro-Israel. These resources are often used by so-called activists and consumers interested in boycott, divestment, and sanctions campaigns. But those who support Israel can use them in reverse – choosing to purchase items on the “no buy” list.
You can find “no buy” lists on websites like StopBds.com, The Islamic Information, The Witness, Who Profits, Investigate, the BDS movement official website, and the Buycott app. They often highlight companies such as Microsoft, Cisco, Palantir, SodaStream, IBM, Hewlett Packard, Siemens, Google, Amazon, Airbnb, Booking.com, Disney, and Scotiabank as all having some dealings with Israel or Israeli companies. Of course, that’s a shortlist.
Another answer to combating the hate is to specifically choose Israeli-made products in the supermarkets, or to subscribe to by-mail box subscription services that send items each month from Israel, such as Lev Haolam, which ships monthly subscription boxes around the world, featuring artisan products from Israel, particularly from Judea and Samaria.
Buycott Campaigns – a Creative Proactive Response
There are several documented instances where “buycott” campaigns -efforts to proactively purchase Israeli goods or support Israeli companies – have made a financial difference or provided a visible counter to boycott movements. While such campaigns often gain traction during periods of heightened tension or boycott calls, concrete examples of measurable financial impact are less frequently publicized compared to boycott successes.
The most notable example of an Israeli wine buycott involving the Toronto Jewish community and the LCBO (Liquor Control Board of Ontario) occurred in July 2017, during a high-profile controversy over the labeling of wines from Israeli settlements in Judea and Samaria.
On July 11, 2017, the LCBO, acting on a directive from the Canadian Food Inspection Agency (CFIA), instructed vendors to halt the sale of wines labeled “Product of Israel” if they were produced in Judea and Samaria or other territories “occupied” by Israel since 1967. This directive specifically targeted wines from Psagot and Shiloh wineries.
Canadian Jewish Community Push Back
The news of the directive spread rapidly through social media and Jewish community networks in Toronto. Pro-Israel organizations, including B’nai Brith Canada and the Centre for Israel and Jewish Affairs (CIJA), mobilized supporters to protest the removal of Israeli wines from LCBO shelves. There was a strong push within the community to not only voice opposition but also to demonstrate support for Israeli products by purchasing them – a classic buycott response.
Community members were encouraged to visit LCBO stores and buy Israeli wines, both to show solidarity and to counteract the effects of the boycott call. Social media posts and community bulletins urged people to stock up on Israeli wines, and some stores reported increased demand for these products.
The buycott was accompanied by lobbying and public statements from Jewish organizations, emphasizing both the economic and symbolic importance of supporting Israeli goods in the face of boycott efforts.
The intense backlash – including the surge in purchases – combined with political pressure led to a rapid reversal of the original directive. By July 13, just two days later, the CFIA announced it was rescinding its order and allowed the wines to return to LCBO shelves. This was widely seen as a victory for the buycott campaign and the broader pro-Israel community in Toronto.
International Push Back
In other examples, after boycott protests at stores like Trader Joe’s or Sainsbury’s in the UK, pro-Israel shoppers have organized counter-protests, buying out entire stocks of Israeli products and sometimes causing products to sell out. This has been reported in various media over the years.
SodaStream, an Israeli company that has faced years of BDS pressure, has also benefited from buycott campaigns. After the company was targeted for setting up in its Judea and Samaria factory, pro-Israel consumers and organizations in the U.S. and elsewhere promoted SodaStream as a symbol of coexistence and Israeli innovation. During periods of boycott, SodaStream’s sales in certain markets actually increased as supporters made a point to purchase its products.
Ahava, an Israeli cosmetics brand made from Dead Sea minerals, has been a frequent BDS target. In response, buycott campaigns have urged supporters to purchase Ahava products, especially during anti-Israel protests at stores in the U.S. and Europe.
While exact figures are rarely released, Israeli trade officials and advocacy groups have credited buycott campaigns with helping to offset the impact of boycotts and in some cases even boosting sales of targeted goods.
Sabra Hummus Saved!
The Sabra Hummus buycott campaigns in the U.S. were most visible on college campuses, where BDS activists targeted the brand due to its Israeli ownership and alleged support for the Israeli military. In 2010, a pro-Palestinian student group at Princeton University called for a boycott of Sabra hummus, equating its purchase with supporting Israeli military actions.
In response, a counter-campaign called “Save the Hummus!” was launched by pro-Israel students and community members. This buycott encouraged students and supporters to purchase Sabra products and generated national media attention for its creative and positive messaging.
The buycott was successful: the boycott effort failed, and Sabra remained available on campus. The campaign is cited as a model for how grassroots buycott efforts can effectively neutralize BDS activism.
Meanwhile, The Park Slope Food Coop, a progressive grocery store in Brooklyn, became a battleground for BDS activists in 2012 seeking to ban Israeli products, including Sabra.
In response, a grassroots group called “More Hummus Please” mobilized community members, local rabbis, elected officials, and advocacy organizations to oppose the boycott and to encourage the purchase of Israeli goods, including Sabra hummus.
The buycott and advocacy campaign helped defeat the proposed boycott, and Sabra products remained on the shelves.
Campaigns and Counter-Campaigns
At DePaul University and at other campuses, student groups campaigned to remove Sabra from dining halls. These efforts were met with counter-campaigns by pro-Israel students who encouraged others to buy Sabra and voice support for its continued sale. In most cases, the boycotts were unsuccessful, and Sabra products remained available, partly due to visible buycott support and advocacy from the broader community.
However, in 2024 Israeli food giant Strauss Group sold its stake in Sabra to PepsiCo, a move attributed in part to ongoing boycott pressure.
Multiple retailers, including Pemberton Farms, Balady Foods, and Harvest Coop, have removed Sabra products from their shelves following BDS campaigns. But now, Israel supporters know where these stores’ values are and can choose to buy elsewhere.
The Enduring Strength of the Jewish Community
The recent wave of boycotts and divestment campaigns, and the resulting changes in corporate behavior, have posed undeniable challenges for the Jewish community and supporters of Israel. Yet, as history has shown, adversity often reveals the true character and resilience of a people.
Despite mounting pressures, the Jewish community has responded not with despair, but with unity, creativity, and collective action. From grassroots buycott campaigns that turned the tide at liquor stores and on college campuses, to the mobilization of advocacy organizations and everyday consumers, the community has demonstrated its ability to adapt, organize, and stand firm in the face of adversity. These efforts have not only mitigated the impact of boycotts but have also sent a powerful message: attempts to isolate or delegitimize Israel will be met with unwavering solidarity and renewed commitment.
This resilience is rooted in a long tradition of overcoming hardship through mutual support and resourcefulness. Whether rallying to keep Israeli products on store shelves or finding new ways to express their values through conscious consumerism, the Jewish community continues to turn challenges into opportunities for growth and connection.
In the face of campaigns designed to divide and weaken, the Jewish community’s response has been to come together, amplify its voice, and support one another with determination and hope.
