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 labeled “Made in Israel.”

As a family in the United States deeply involved in Holocaust education and remembrance, the parallels to 1930s Europe were impossible for us to ignore. We had dedicated our lives to saying “Never Again,” but we began asking ourselves, what were we actually doing as Israel was increasingly attacked and ostracized on the world stage?

We Had Said "Never Again"

We began exploring ways to respond. The challenge was significant, beyond similar labeling requirements that had existed in the United States since the Clinton administration, we were also facing the well-funded and increasingly 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.

Beautiful Products and Amazing Families

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!

Our vision is not just to give people a way to stand against boycotts, but an opportunity to invest in something inspiring: the restoration of the Land of Israel. The products you purchase come from dedicated families who are building a future in the biblical heartland.