Have Questions or Comments?
Leave us some feedback and we'll reply back!

    Your Name (required)

    Your Email (required)

    Phone Number)

    In Reference to

    Your Message


    If you are boycotting
    a product, company or
    service because you
    are angry, frustrated,
    disappointed, or
    committed to your
    principles, you are far
    from alone. According to a recent survey,
    a quarter of Americans are boycotting a
    product or company they had spent money
    on in the past. Some are taking a political
    position, others a stance on social issues,
    and the result is more and more people are
    expressing themselves through their
    Last month, Bud Light learned this
    directly. They launched a sponsorship
    partnership with actor and TikTok
    influencer Dylan Mulvaney, a transgender
    activist, which provoked strong backlash
    against Anheuser-Busch, the parent
    company of Budweiser and maker of Bud
    Light. Bud Light sales plummeted with
    calls for boycotts until the company
    ultimately pulled the campaign and put
    their Vice President of Marketing on leave
    of absence.
    Founded in 1970, Hobby Lobby is the
    largest privately owned arts-and-crafts
    retailer in the world, with over 43,000
    employees operating in 48 states. It was
    started by David and Barbara Green,
    devout Evangelicals who list as the first of
    the company’s core values: “Honoring the
    Lord in all we do by operating in a manner
    consistent with Biblical principles.”
    Hobby Lobby has been at the center of
    several national controversies as a result
    of taking strong positions on (and in some
    cases litigating) issues from
    contraceptives, LGBT, publicly endorsing
    Trump, and taking out an ad calling for a
    Christian-run government. In recent
    years, Hobby Lobby has confronted
    countless calls for boycotts.
    The boycott movement has made its way
    to Israel. Among my earliest memories of
    visiting Israel is eating a delicious
    rugelach from Angel’s Bakery. The iconic
    bakery, Israel’s largest, produces 275,000
    loaves of bread and 275,000 rolls daily
    and controls 30 percent of Israel’s bread
    market. Founded in 1927 in Mandatory
    Palestine by Salomon Angel, Angel’s
    Bakery today exports to the United States,
    United Kingdom, France, Belgium, and
    Last week, outside supermarkets in
    major cities in Israel, boxes of Angel’s
    products remained untouched, and a

    growing number of high-volume
    customers, particularly large Yeshivas,
    were cancelling orders. A huge order for
    Meron for about 50 million NIS was
    reportedly canceled.
    What happened? Was an Angel’s product
    found to be contaminated? Was there a
    Kashrus violation? Were workers being
    underpaid or mistreated? The controversy
    had nothing to do with ingredients,
    kashrus, or employee conduct. The source
    of the boycott that could cost the company
    potentially hundreds of millions of shekel
    was a social media post by the company’s
    chairman of the board, Omer Bar-Lev.
    Bar-Lev, a longtime Labor Party
    politician and former Minister of Public
    Security, participated in a protest outside
    the Bnei Brak home of Rav Gershon
    Edelstein, considered by the Chareidi

    community to be the Gadol HaDor. Bar-
    Lev posted a picture of himself with the

    “Brothers in Arms” protest group on
    Twitter, writing, “Beyond and in addition
    to the importance of military service to
    everyone, the law of “No equality in the
    burden” [i.e., the Draft Law] that the
    coalition intends to enact is the bribe of
    [Prime Minister Benjamin] Netanyahu
    and [Finance Minister Yariv] Levin to the
    Haredi parties so that they will vote in
    favor of the coup d’état.”
    Charedi politicians immediately
    expressed outrage, with United Torah
    Judaism MK Moshe Gafni tweeting,
    “Omer Bar-Lev and Angel’s have no
    respect for the Torah! You should seriously
    consider whether you can trust their
    kashrut. Bar-Lev does not understand
    what the Torah is and what is great in the
    Torah and everyone has to calculate
    whether it is possible to buy food products
    from them. I despise him!”
    Labor Minister Yoav Ben-Tzur (Shas)
    attacked Bar-Lev as well, saying
    “Freedom of expression is not the freedom
    of humiliation, Omer Bar-Lev and the
    group of privileged people who
    demonstrated outside the house of Rabbi
    Gershon Edelstein disgraced the honor of
    the Torah and there is no forgiveness for
    The call for boycotting Angel’s was
    swift and the response and cooperation
    came quickly, sending a loud message not
    only to Bar-Lev, but also the board of
    directors and management of Angel’s.
    Some have pushed back expressing
    support for Angel’s and Bar-Lev. Yisrael

    Beiteinu chairman Avigdor
    Lieberman posted two pictures
    of himself purchasing challah in
    Angel’s, writing: “On the way
    home, I stopped to buy challos
    for Shabbat in Angel’s Bakery.
    As far as I know, the State of
    Israel is still defined as a
    democracy and people are
    allowed to express their
    opinions. We won’t allow
    Charedi askanim to harm the
    livelihood of Israeli citizens.”
    This story has not yet

    concluded, and it remains unclear if Bar-
    Lev will walk back his post or even resign,

    or if he will double down and hope that
    the Bakery will weather the storm.
    Whatever your personal opinion on
    judicial reform, the proposed draft law
    and any of the other issues being highly
    contested in Israel, this episode raises
    what I think is a fascinating question.
    When it comes to Bud Light and Hobby
    Lobby, I understand why people wouldn’t
    want to patronize or support companies
    that formally take positions or support
    policies they strongly disagree with. The
    episode of Angel’s Bakery, however,
    seems different. The company didn’t
    advocate a position, didn’t partner with an
    activist, and didn’t launch a provocative
    or controversial marketing campaign.
    The company did not express any position
    about the Draft Law or judicial reform. A
    private individual, not acting as a
    representative of the company, expressed
    his opinion, whether you agree with it or
    Should we boycott every business or
    hold every company accountable for the
    personal opinions of its board members?
    Do we look into the campaign
    contributions, analyze social media posts,
    and track every company executive before
    deciding if we should purchase from that
    brand? What about the other board
    members, management, or high-level
    employees, how far in the company
    should we go?
    While those questions may seem
    extreme, it seems Bar-Lev made waves
    specifically because he is the chairman of
    Angel’s, the current face of the company.
    When he took on that role, he accepted
    that he would be synonymous with the
    brand and that his choices, actions, social
    media posts, and statements, implicit and
    explicit, would be associated with the
    company he chairs. Being the face of a

    company or brand means people will feel
    either more aligned or more alienated to
    the company based on the impression you
    leave. And fair or unfair, that must be
    considered before every post, position, or
    What’s true for Bar-Lev is true for each
    and every one of us. We may not have
    signed up for it but being Jewish means
    you are the face of our brand, you are
    synonymous with the Jewish people and
    with our values, our Torah, and most of all
    our Creator. When people have positive
    experiences with you and impressions of
    you, they will think more highly about the
    Jewish people and Hashem. If they have
    a negative interaction or experience with
    you, they won’t only harbor impressions
    or feelings about you, but by association
    they will think more critically about our
    whole people.
    We read just last week, v’lo sechalelu es
    shem kodshi v’nikdashti besoch b’nei
    Yisroel, do not desecrate Hashem’s Holy
    Name, instead, sanctify His name among
    the Jewish people. Rav Pam noted that
    these words appear adjacent to the
    expression Ushemartem mitzvosai
    v’asisem osam, observe My laws and
    perform them because the greatest
    responsibility to “represent” the brand,
    the people who will most be associated
    with the total Jewish people and our
    Torah, are the observant community.
    Rabbeinu Bechayei notes that there is no
    middle ground, no neutral. There are only
    two alternatives provided. With every
    speech, action and behavior, we are either
    helping the brand or hurting it, advancing
    our cause or setting it back, bringing
    people closer to Hashem and His Torah or
    causing them to feel further away.
    Every time we grab the keyboard to post
    or proverbial microphone to demonstrate,
    we need to know, we are the chairman,
    one wrong move and others could boycott
    what we hold most dear.