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Dr. Bronner’s soap mixes Israeli and Palestinian olive oil — and dodges product boycotts
When members of Brooklyn’s Park Slope Food Coop’s voted earlier this year to boycott Israeli products, among the items to instantly disappear from shelves was bottled olive oil made by Sindyanna of Galilee, an Arab-Jewish nonprofit cooperative.
But that same olive oil is still sold at the coop — and at retailers around the world. That’s because Sindyanna is a supplier for Dr. Bronner’s, the hippie, all-natural “All-One” soap company with a cult following in the conscious consumer crowd, immediately recognizable by colorful packaging blanketed in tiny white lettering promoting health and spiritual healing. (“Absolute cleanliness is Godliness!”)
David Bronner, the CEO, or “Cosmic Engagement Officer,” in the company’s parlance, is no stranger to advocacy on behalf of Palestinians, even as they have built a business operation with a substantial presence in Israel. (Bronner uses he/they pronouns.)
Bronner understood U.S. boycott activists’ desire to send a message on behalf of Palestinians — but questioned a ban so sweeping it caught an Arab-Jewish peace project in its net.
“Obviously, Sindyanna should not be part of that. That’s throwing the baby out with the bathwater,” Bronner said in an interview with the Forward. “But unfortunately, understandable with how things are going.”
While most companies have avoided wading into the Israel-Hamas war at almost any cost, Dr. Bronner’s has taken the opposite approach, one that resonates with the All-One philosophy of shared humanity and coexistence.
“In all we do, let us be generous, fair & loving to Spaceship Earth and all its inhabitants,” the label declares. “For we’re ALL-ONE OR NONE!”
On Monday, the company ratcheted up the message with social media posts promoting a special edition “Land of Canaan” label that urges “PROMOTE PEACE IN PALESTINE!” and is available exclusively at screenings of a documentary by that name about olive growers.
Citing the U.S. Freedom Riders, the post declares: “We call on all Jewish Americans and Israelis of conscience to acknowledge and confront the Jewish supremacy and lust for Palestinian land within Israel, and to not deny the reality of what lies at the center of Israeli power, politics, and policy.”
Bronner’s stance in support of the Israeli and West Bank olive industry while condemning Israel’s treatment of Palestinians takes a path that diverges from the boycott movement even as it is far to the left of most Israeli public opinion — one that Bronner acknowledges may not hold.
The company condemns Israeli occupation of the West Bank while insisting on the depth of Jewish ties to the land, buys from farmers on both sides of the Green Line, and sympathizes with boycotts even as it declines to join them.
“By taking a middle position, you’re not making either audience particularly happy, and maybe even making them unhappy because you didn’t side with them,” said Brayden King, a professor of management at Northwestern University who studies boycotts and corporate activism. “There’s no evidence to suggest it’s a winning strategy for a company.”
Dr. Bronner’s is not new to controversy — or the publicity it brings. It has made a business of staking out stances that other corporations have retreated from amid the backlash to DEI under the Trump administration, including a partnership with the ACLU Foundation that put a rainbow Pride label on its soap this June.
If Israel’s far right succeeds in annexing the West Bank, he told the Forward, a South Africa–style global boycott is coming, and “even we’re going to need to think about it.”
For now, though, Bronner is holding his ground in a shrinking middle. In a May 2023 blog post, months before the Hamas attacks, Bronner called Israel’s rule over the West Bank “apartheid.” But Bronner, who visited the Nova festival site and the kibbutzim of the Gaza envelope in February, and who calls the Hamas attacks “horrendous,” also says, “I fully believe that this is the ancestral homeland for Jewish people. But with seven million Israeli Jews and seven million Palestinians between the river and the sea, no one’s going anywhere, and you’re going to figure out how to live together.”
Love and struggle
Bronner is, by any measure, a peacenik, one who has treated the family soap business as an instrument of what the company calls “constructive engagement,” fostering coexistence between Israelis and Palestinians, even knowing that a stand for peace would please neither side.
It’s a stance the company can afford. Since the current generation of Bronners took over in 1998, annual revenue has grown from an estimated $4 million to roughly $250 million, all while capping David’s salary at five times that of the lowest-paid full-time employee.
Growing up, Bronner had little interest in joining the family business. He had watched the strain the company’s esoteric philosophy caused in his family. His father, raised largely in foster homes while his grandfather preached universal love, wanted nothing to do with it. Bronner recalled his father on the phone with his grandfather, snapping, “I don’t want to hear that All-One crap,” and hanging up.
Bronner didn’t get it either, until, after college, a series of psychedelic experiences changed their mind. During one, in Amsterdam, he said, he came to a realization, “Oh my gosh, my granddad’s right. All the faith traditions are pointing at this truth.”
He let his father know he was ready to come back to the company, and in the winter of 1996 he visited his grandfather, by then in the advanced stages of Parkinson’s. “I remember combing his hair, letting him know that I fully understood him, and that I was going to dedicate my life to his passion,” Bronner said. His grandfather died months later, on the same day, Bronner noted, that his first child was born.
While Bronner is a fifth-generation soapmaker, he has given the role his own flair, not only swapping the traditional CEO title but making activism a foundational part of the business, from a court fight with the DEA over hemp imports to funding drug policy reform and psychedelic research.
But the activism is less a departure from the family business than a return to its roots, which run through the Holocaust.
In the 1920s and ’30s, the family’s soap could be found in public washrooms across Germany. “My great aunt Lottie would be pointing up at the Zeppelins, like, ‘Our family’s soaps are up there,” Bronner recalled.
The Heilbronners — Emanuel dropped the “Heil” from the family name after emigrating due to its echo of the Nazi salute — were a highly assimilated German Jewish family.
“Like a lot of bourgeois Jews that thought they were going to ride out the madness, [they] stayed until it was too late,” Bronner said.
His great-grandparents both died in the Holocaust, Berthold at Theresienstadt in 1942, and his wife, Franziska, at Auschwitz in 1944.
“My granddad had some kind of mystical break,” Bronner said, “this huge experience of oneness and love at the heart of existence, even in the magnitude of the suffering and the tragedy.”
This is the story behind the label that has captivated customers for decades, thousands of words of moral philosophy crammed into ever-shrinking type. (Emanuel, who went blind in the early 1970s, kept refining the message, Bronner jokes that the family had to admit their label “was designed by a blind man,” and is now in size six font.)
“He urgently felt that in a nuclear-armed world, if we didn’t realize our transcendent unity across religious and ethnic divides, that we’re all children of the same divine source, we’re going to kill ourselves and perish in the next Holocaust,” Bronner said.
The label preaches that unity in its own ecstatic register, placing “mason, tent & sandalmaker Hillel, carpenter Jesus, camel-driver Mohammed” side by side among the “hard-working, brave men that built all civilization”
While part of the family fled to the United States, his great aunt Lottie left for Palestine in 1936, at 19, and eventually settled on a kibbutz. Bronner recalled hearing her stories during childhood visits, “Just her story and the kibbutz, forging this incredible life, this radical socialist experiment.”
‘Constructive engagement’
But the miracle of Israel lost its glimmer for Bronner, as it has for many American Jews. A new AP-NORC poll found that only about 4 in 10 younger religious Jewish adults say supporting Israel is highly important to their Jewish identity, compared with about half of their elders.
For Bronner, the first crack came during an early visit to Israel. “I remember, like, wow, there’s all these really old Palestinian towns everywhere,” he recalled. “It was kind of dissonant a little bit.”
Dr. Bronner’s went organic in 2003, and when Bronner went searching online for fair trade suppliers of its olive oil, “the only thing that came up for any of it was Canaan Fair Trade, out of the West Bank, in Palestine,” they recalled. “And I was like, ‘Oh, this is interesting.’”
He decided to lean in, reaching out to Canaan’s founder, Nasser Abufarha, a Palestinian-born anthropologist who had brought the fair trade ethos home from Wisconsin. But first came a debate over how to source olive oil from the West Bank without taking sides. Adam Eidinger, the company’s director of social action, told him they should go “50-50 with oil from Israel.”
“Israel is a first-world country, the fair trade ethos is about the developing world,” Bronner recalled responding. “But we don’t want to look like we’re being anti-Israel about this.”
In classic Dr. Bronner’s fashion, they settled on a middle ground: 90% of the company’s olive oil would come from Palestinian farmers in the West Bank, and 10% from Israel, half from a Jewish family farm, and half from Sindyanna. “So we got Muslim, Jewish, Christian olive oil in the soap,” Bronner said, in true All-One fashion. “Really proud of that.”
But the war in Gaza and the backlash to it, including boycott campaigns aimed at Israeli products and companies operating in West Bank settlements, have put Dr. Bronner’s in a bind of its own design, a company that condemns West Bank occupation, caught up in a boycott of Israel.
Whoever else shares the blame, Bronner puts most of it on Israel’s government, even for the Brooklyn food coop boycott.
“This messianic right wing that’s got the wheel in Israel is a nightmare, and is, I think, to blame for a lot of what’s happening, these kinds of things happening at, like, Park Slope,” he said.
The Park Slope Food Coop, in response to a request for comment from the Forward, noted that Dr. Bronner’s own products remain on its shelves. The boycott, it said, covers only goods made in Israel, not companies that source from it.
PSFC4Palestine, the member group that led the boycott campaign, did not respond to multiple requests for comment on why Dr. Bronner’s products were not included.
Bronner said he is “totally sympathetic to the BDS movement as one strategy,” even as his company has chosen what he calls “constructive engagement” instead.
But if Park Slope’s boycotters find Bronner’s company too entangled with Israel, his Israeli partners have the opposite complaint. His distributors there, he said, were disappointed by his February blog post, which paired a photo of the mailboxes at Kibbutz Nir Oz, marked for residents killed or kidnapped on Oct. 7, with an argument that Israel’s government had weaponized the trauma of that day to accelerate its takeover of the West Bank.
“They thought I could have been a little more empathic on the Israeli side,” Bronner said. Still, he seems to have made his peace with the price of standing in the middle.
“We’re not exactly how all our allies, on either side, would like us to be,” he said. “That’s part of the challenge.”
The post Dr. Bronner’s soap mixes Israeli and Palestinian olive oil — and dodges product boycotts appeared first on The Forward.
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Republican Mike Rogers is the Senate candidate Democrats need to save their party
Many progressive Michiganders – especially in the Jewish community – will hold their nose and vote for Democratic Senatorial candidate Abdul El-Sayed despite his association, friendship and political partnership with antisemitic streamer Hasan Piker.
Many will hold their nose because El-Sayed has called Israel a “rogue” state, refusing to recognize the Jewish State of Israel as legitimate.
They will hold their nose and vote for El-Sayed because they are more scared of the Republicans’ hold on the Senate than a tainted Democrat.
However, as a social progressive who almost always votes Democrat, I want to push back against this logic and urge my fellow Michigan Democrats and progressives to vote for Republican candidate Mike Rogers for the sake of progressive, democratic values.
For me, the disdain that El-Sayed has shown for the Jewish community, especially in his continuing refusal to disavow his relationship with Piker, puts him in the same category as candidates who are openly racist and homophobic. Even the most loyal progressive would reject a racist, even if that meant risking a Republican Senate.
To show the Democrats that such candidates should never be nominated, we must show them that such candidates can never win. Such a candidate winning would be a disaster for the most fundamental requirements we have for any candidate of any party.
Instead, those who really want to focus on turning the Senate Democratic should slip across Michigan’s border to Ohio to knock on doors for Sherrod Brown or donate to help James Talarico in Texas. Those efforts would be a real show of Democratic and progressive solidarity – much more than a vote for El-Sayed.
Donald Trump and the Republican party would like nothing more than to see Abdul El-Sayed in the Senate – an easy target to paint all progressives, liberals and loyal Democrats with the brush of anti-Zionism and antisemitism.
The anti-Israel and antisemitic words of El-Sayed and other extremists in the party are a poison that has the potential to severely damage the party long term and make it unviable both for Jews and all those with traditional liberal values. Only a decisive win for Rogers will send a clear message to the Democrats that a return to a stance that is both pro-Israel and pro Palestinian, respecting the Jewish community, is the only way for a strong party to stand up to the Republicans in national elections to defend our progressive values.
This election is not just about the safety and future of Jews in the Democratic party. It is also about returning America to a place where we do not tolerate the harassment of people with whom we politically disagree. The harassment and intimidation of any candidate considered pro-Israel at the Michigan Democratic convention in April traumatized many Jewish participants. Michigan’s Jewish Attorney General Dana Nessel skipped the convention on Saturday out of fear for her safety.
Meanwhile, El-Sayed has said nothing to apologize for his supporters who carried out this gross infraction of the democratic process. Imagine what the National Democratic Convention will look like in less than two years if this model of behavior is not denounced now. Jews with traditional pro-Israel values will see they have no place in the Democratic party.The only way to stop this behavior is to show that it leads to Democrats losing elections.
In recent days, El-Sayed reportedly apologized for remarks he made in March after a truck loaded with explosives rammed into Temple Israel in suburban Detroit with a driver intent on shooting whomever he didn’t blow up. There were more than 100 children inside.
Jews were shocked when El-Sayed seemed to justify the near murder with the words “hurt people hurt people.” His recent non-apology apology if anyone was hurt by his words made it worse.
He doubled down on recognizing the “context” for the attempted massacre: Israel’s actions in Lebanon fighting Hezbollah – the terror group in which the Michigan terrorist’s brother was a member when he died.
In other words, according to El-Sayed, if children are blown up in Michigan, you can blame Israel.
Moreover, he continues to blame Israel for Michigan not having enough funds for its public schools and other needs, a classic antisemitic deflection. His antisemitic blood libel continued after his primary victory when he accused Israel – not just its government – of being “bloodthirsty” – in its defensive war against Hamas.
El-Sayed’s friend and campaign partner Hasan Piker has shared the same sentiment ,warning pro-Israel American Jews that if they continue to defend Israel, they will be targeted because of that stance.
I urge my fellow progressives to examine Piker’s comments insulting Poles and Poland, blaming the West for Russia’s invasion of Ukraine and his disdain for Black chatterers on his show – with the vilest of expressions. How can they vote for a candidate who befriends such a man and repeatedly invites him to campaign events?
Yes, Mike Rogers is an old-fashioned conservative who has had to cede some ground to Donald Trump’s conspiratorial views of the 2020 election. But I would argue that worse for our democracy is to normalize the cesspool of disgusting swearing and demonization that Piker champions.
Progressive Democrats must never give up the fight for our causes. However, in the long run, we must right the sinking ship of the Democratic party, a party which is our only hope for winning the war for our progressive values. The path to making this necessary correction is turning our energies to making sure that Mike Rogers defeats Abdul El-Sayed. That is why Rogers, a Republican, has my vote and my voice.
The post Republican Mike Rogers is the Senate candidate Democrats need to save their party appeared first on The Forward.
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Randy Fine denounces ‘rise of Islam in America’ in address to Republican Jewish confab
(JTA) — LAS VEGAS — Jewish far-right firebrand Randy Fine attacked Muslim politicians in the Democratic party as he addressed the Republican Jewish Coalition’s annual summit on Sunday night.
There were many denouncements of democratic socialist politicians at the gathering’s gala dinner, but the Florida congressman’s criticism was the most pointed as he addressed, what he said was “the elephant in the room: the rise of Islam in America.”
“We are constantly told that the problem is not mainstream Islam, but radical Islamism. But where are the so-called moderate Muslims in our political system?” Fine said to applause.
Fine, who won his recent Florida primary with endorsements from the RJC, President Donald Trump and the pro-Israel lobbying group AIPAC, has prompted considerable ire on Capitol Hill for comments denigrating Muslims — including comparing them to dogs — and saying that Gazans should “starve away” until the Israeli hostages were released.
Fine was one of a few speakers who blasted progressive figures such as New York City Mayor Zohran Mamdani, Abdul El-Sayed and the streamer Hasan Piker, as they spoke to an audience of mostly RJC members and students, who were seated in a ballroom inside Las Vegas’ Venetian Resort.
Most speakers criticized socialists who they say are taking over the Democratic Party, and emphasized the need for Republicans to maintain control of the House and Senate in November. Fine said he was intentionally pointing to a list of Muslim figures.
“The fact that not all Muslims are bad does not mean that no Muslims are bad,” Fine told reporters after the program on Sunday. “People are unwilling to have that discussion, and if we don’t have it we’re going to have real problems in this country.”
The other speaker on Sunday who seemed willing to have the discussion was Texas Rep. Brandon Gill, who said Islam is “fundamentally incompatible with our way of life” and decried the “Islamization of Texas.”
“If we want to fight antisemitism, we need to start with our immigration policy,” said Gill. He added that “importing people whose values are incompatible with our own” would make the U.S. weaker.
Fine commended Gill after the event for his comments about Islam while others were “afraid to talk about it.”
“I give him credit,” Fine said.
Fine’s comments came just weeks after an ugly primary battle against anti-Israel influencer and former celebrity poker player Dan Bilzerian, who has said he wants to “kill Israelis” and believes the Holocaust death toll was exaggerated. Fine made headlines with inflammatory comments about Armenians (Bilzerian is Armenian-American) in addition to his rhetoric on Muslims.
About an hour before he spoke, Fine tweeted a recent video of Gov. Kathy Hochul wearing a hijab while visiting a mosque, adding the caption, “This is what surrendering to Mainstream Islam looks like.”
This article originally appeared on JTA.org.
The post Randy Fine denounces ‘rise of Islam in America’ in address to Republican Jewish confab appeared first on The Forward.
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‘All of us have to bring down violence wherever we see it,’ El-Sayed says following address to Jewish Democrats
(JTA) — BIRMINGHAM – Michigan U.S. Senate candidate Abdul El-Sayed said he wished he could retract his past comments regarding a synagogue attack, speaking with the Jewish Telegraphic Agency minutes after he issued his second apology in as many days to the Jewish community in the Wolverine State.
“If I had the opportunity to take it back, I would take it all the way back,” he said.
“There is never a justification for a terrorist act, period,” El-Sayed added. “What I was trying to say is that there is a broader question of the responsibility I think all of us have to bring down violence wherever we see it and however we see it.”
He added, “I understand and heard that people felt like it was justifying the attack, and I didn’t intend to justify it.”
El-Sayed addressed around 300 Michigan Jewish Democrats at the caucus’s annual “Summer Simcha” fundraiser in suburban Detroit on Sunday, one day after he spoke to the caucus at the state Democratic nominating convention. At both events, he sought forgiveness for his earlier comments that had linked the March attack at Temple Israel, in West Bloomfield Township, to Israel’s war in Lebanon.
In his Sunday speech he referenced the Jewish “value of tikkun olam, to repair the world,” and he affirmed the synagogue preschool had been “attacked by a terrorist.” To the gathered Jewish Democrats, the candidate added he hoped to “earn your trust.”
His outreach to Jewish voters will soon become even more pronounced. The campaign intends to hire a Jewish liaison and is in the midst of an interview process for the role, which includes talking with Jewish community leaders, a person familiar with the campaign told JTA.
With El-Sayed’s narrow primary victory, and Michigan’s increasing centrality in the fight for control of the Senate, the state’s approximately 100,000 Jewish voters — the majority of whom have historically voted Democrat — find themselves under the microscope as they weigh voting for a candidate who supports zeroing out all aid to Israel. Following his Summer Simcha speech, El-Sayed stayed to speak with a long line of Jews who came up to share their concerns.
Asked later what he’s heard from the Jews who speak to him, he told JTA, “I hear a lot about safety, and folks want to know that they’re going to be safe.”
He added, “The prerequisite of Jewish safety is never in question to me, and I just want to make that very, very clear.”
The event, at which JTA was the only media outlet given permission to attend, underscored the tension that has become increasingly difficult for Jewish Democrats, in Michigan and beyond, to reconcile: whether party candidates have earned the vote of their Jewish constituents when those candidates won’t commit to supporting Israel’s existence as a Jewish state, or haven’t taken what community members feel is a strong enough stance against antisemitism.
El-Sayed’s Jewish liaison will likely have their work cut out for them. In both of his spoken apologies this weekend, the candidate had insisted the main problem was with the timing of his attempt to apply “context” to the situation, not with the substance of what he said. Yet many Jews then and now objected to the idea that bringing up Israel’s war in Lebanon was appropriate context when discussing a synagogue attack.
Rabbi Paul Yedwab, a member of Temple Israel’s clergy who was not in attendance at the event, declined to comment to JTA on El-Sayed’s apologies, citing the synagogue board’s recent reaffirmation of a federal law prohibiting houses of worship from commenting on electoral politics.
Asked about which “context” he had been referring to in his apologies, El-Sayed told JTA he meant “violence in all of its forms, in all circumstances.”
El-Sayed shared the room with some party figures who have sharply opposed him, and who the state’s Jewish Democrats hold in high esteem. The caucus event honored state Attorney General Dana Nessel, who is Jewish and who has had public disagreements with El-Sayed over his handling of Jewish communal issues.
In her own speech, Nessel acknowledged that Jews were being forced into a “stark choice” thanks to “members of our own party who seek the destruction of Israel as a Jewish state and place the Jewish diaspora in jeopardy.”
Yet the attorney general stressed that the election was bigger than Israel, and, invoking Purim’s Queen Esther, urged Jewish voters to put their own feelings of personal safety aside.
“We have a moral imperative to place the needs of the world above even our own self-interest and, yes, even our own survival,” she told the crowd.
Nessel said that other societal concerns – climate change, artificial intelligence, the threat of nuclear warfare – loom larger than support for Israel alone and would worsen under continued GOP rule. “What is defending the historic homeland of our ancestors and demanding that candidates acknowledge its right to exist, if the planet upon which it rests is no longer inhabitable?” she asked.
“I think it’s so easy for people to lash out at what they perceive are direct attacks on their faith, on their cultural beliefs, on their historical ancestry,” Nessel told JTA following her speech. “It’s very easy for people to be mad and to say, ‘I reject that.’ I just hope that people will consider that there are many other factors at play.”
Even among caucus leadership, though, there were deep divisions over the right Jewish approach to take in the election.
“I’m a Mike Rogers supporter,” Troy Zukowski-Serlin, a Kalamazoo-based member of the Michigan Jewish Democrats board, told JTA on Sunday before El-Sayed’s speech. Despite his board position, Zukowski-Serlin said nothing would change his mind about voting for the Republican candidate: “It’s signed, sealed and delivered with me.”
His wife Michelle, who attended the event wearing a dress with an Israeli flag imprint, said she would be writing in Nessel, “my hero,” on the ballot.
Jewish Michigan state Sen. Jeremy Moss, who is running for Congress in a heavily Jewish suburban Detroit district and whose own disagreements with El-Sayed have spilled into public view, told JTA that the event was “a step in the right direction” for the candidate.
“It has lingered in the Jewish community for the last six months,” Moss said, of El-Sayed’s initial comments about the Temple Israel attack in his district. “And I appreciate that this is something that he recognized there needed to be a reckoning with, and amends toward.”
Some Jewish communal leaders in attendance, though, said he wasn’t there yet.
“He is moving, and I’m hopeful about that. And it’s making me feel more secure in his leadership,” Rabbi Josh Whinston of Temple Beth Emeth, a Reform synagogue in Ann Arbor, told JTA. “There’s still work to do.”
Whinston said he would also like to see El-Sayed address other comments he has made, including having referred to the Israeli government as “bloodthirsty.” Such language, the rabbi said, “puts us in harm’s way.”
The event’s organizers were also skeptical that El-Sayed had changed many minds.
“I think that people are pretty well set in what they want to do,” Joan Lowenstein, another caucus board member, told JTA. “But I think they still want to hear words that make them feel that someone else is thinking about what they’re concerned about.”
Liz Fried, of Ann Arbor, was one of the attendees who went up to speak to El-Sayed afterwards. She told him that her children were soon to fly to Israel, and asked if he would support funding for the Iron Dome defensive system.
He wouldn’t, she recalled to JTA — a position he has held in public.
“I was upset,” Fried said. “He doesn’t care about the safety of my children.”
This article originally appeared on JTA.org.
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