In late 2015, the European Union published new rules regarding products originating in Judea and Samaria (The West Bank). Their guidelines voiced the outrageous belief that the biblical heartland is not part of Israel, and that goods produced there could not be labelled Made in Israel."

As a family in the US with a lot of involvement in Holocaust education and remembrance, the parallels to 1930's Europe could not be clearer. We had dedicated our lives to saying "Never Again" but what were we doing as Israel was being attacked and ostracized more and more on the world stage?We immediately began exploring ways to counter this evil move. It turns out the US had a similar set of labelling requirements from the Clinton administration, although they were never enforced. On top of that, we were up against the well-funded, popular BDS movement, which calls for Boycott, Divestment, and Sanctions against Israel.

Our family traveled to Israel in early 2016 to meet with those most affected by the boycotts—the people living in Judea and Samaria. Upon arriving in Israel we experienced a transformation—not only were there opportunities to combat evil, but we found something so beautiful, something positive we couldn't wait to give people around the world the chance to get behind. More than products of amazing quality, we also met so many people who are passionate about living in and restoring the land of their forefathers; a land that was desolate for 2,000 years while the Jewish people were exiled, but is once again beginning to flourish now that they have returned!

So our vision is not just to give you a way to fight against evil, it's an opportunity to invest in something amazing—the prophesied restoration of the Land of Israel! Your products come from faithful Jews who, despite the odds, are building an amazing future in the biblical heartland.