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Israel launches maximum pressure campaign against Ben & Jerry's

The Israeli government has formed a special task force to pressure Ben & Jerry's ice cream and its parent company Unilever to reverse their decision to boycott Israeli settlements in the West Bank, Israeli officials tell me.

Why it matters: The Israeli government is concerned the move by Ben & Jerry's will encourage other international companies to take similar steps to differentiate between Israel and the West Bank settlements. A classified Foreign Ministry cable, seen by Axios, makes clear the government wants to send a message.

Driving the news: Last week, Ben & Jerry's announced that from Jan. 2023 they will no longer allow their Israeli franchisee to market their ice cream in the settlements, but will continue to sell it within Israel’s pre-1967 borders.

  • That decision from the company, which has taken political positions on a range of issues, came after almost a decade of pressure from pro-Palestinian activists. In the past, the Israeli government managed to convince Ben & Jerry's not to take such steps.
  • But after the recent fighting in Gaza, the pressure on the company increased. In the last two weeks it became clear that a decision to boycott the settlements was imminent.
  • The Israeli government tried to press Unilever to stop Ben & Jerry's from making that decision, but Unilever said the company had the right to take such steps as part of its corporate responsibility and social justice policy.

Behind the scenes: On July 22, the Israeli Foreign Ministry sent a classified cable to all Israeli diplomatic missions in North America and Europe ordering them to start a pressure campaign against Ben & Jerry's and Unilever in order to convince them to negotiate.

  • Israeli diplomats were instructed to encourage Jewish organizations, pro-Israel advocacy groups and Evangelical communities to organize demonstrations in front of Ben & Jerry's and Unilever offices and put pressure on investors and distributors for both companies.
  • The Foreign Ministry also asked the diplomats to push for public statements condemning the companies and to “encourage public protests in the media and directly with key executives in both companies." The diplomats were also instructed to echo those protests on social media for maximum visibility.
  • The Israeli embassy in Washington and the Israeli consulates around the U.S. were asked to push for the activation of anti-BDS (Boycott, Divestment and Sanctions) legislation in several states and to engage with governors, mayors, members of Congress and state officials like attorneys general.

What they're saying: “We need to make use of the 18 months that are left until the decision comes into force and try to change it. We want to create long-term pressure on Unilever and Ben & Jerry's by consumers, politicians and in the press and social media in order to lead to a dialogue with the companies," the cable said.

  • It added that Ben & Jerry's and Unilever “caved and cooperated with the BDS movement" which it claimed was partially "motivated by antisemitism." The cable also said the companies' decision was "hypocritical, goes against the values of corporate responsibility and smells like extreme cancel culture."

Worth noting: The statement from Ben & Jerry's didn't mention BDS, but said it was "inconsistent with our values" to sell ice cream in Occupied Palestinian Territory.

What’s next: The Israeli Foreign Ministry instructed diplomats to immediately report any new information about efforts by BDS activists to press more companies to follow Ben & Jerry's.

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