A Taste of Resistance: The Story Behind “Genocide-Free” Cola in the UK

Saturday 23 November 2024 - 09:13

London, UK – Amid the vibrant atmosphere of Holborn, a bustling neighborhood in central London, a unique beverage is making waves. Cola Gaza, a cherry-red soda adorned with the Palestinian flag’s colors and keffiyeh-inspired artwork, is more than just a drink—it’s a symbol of resistance and solidarity.

At the heart of this movement is Osama Qashoo, a charismatic entrepreneur and activist who runs the Hiba Express, a popular Palestinian and Lebanese restaurant in London. Situated in the same building as Palestine House, a cultural hub designed to resemble a traditional Arabic house, the Hiba Express serves dishes inspired by Qashoo's family recipes.

However, it’s not just the food that draws attention. Cola Gaza, with its distinctive design and message of "genocide-free" consumption, has become a statement of support for Palestine.

A Beverage with a Mission

Qashoo, 43, launched Cola Gaza in November 2023, driven by his belief in creating a “guilt-free, genocide-free taste.” The soda’s formula, while reminiscent of Coca-Cola, is distinctly different. “It’s smoother and easier on the palate,” says Nynke Brett, a London resident who discovered the drink at a cultural event. But for many, the appeal goes beyond taste—it's about supporting a cause.

Qashoo's motivations stem from a long history of activism. A co-founder of the International Solidarity Movement (ISM) and a key figure in the Boycott, Divestment, Sanctions (BDS) movement, he has dedicated his life to resisting the Israeli occupation of Palestinian territories. Forced to flee Palestine in 2003 after organizing peaceful protests, Qashoo sought refuge in the UK, where he continued his advocacy through filmmaking and, later, entrepreneurship.

Boycotts and Building Awareness

Cola Gaza is part of a broader boycott movement targeting corporations accused of complicity in the Israeli occupation. For Qashoo, the beverage represents “trade, not aid”—an initiative to economically support Palestine while challenging companies that he believes fuel conflict.

The cola’s bold branding and unflinching message posed challenges. “Every potential partner wanted compromise—on the name, the logo, the flag,” recalls Qashoo. “We said no.” Despite these obstacles, Cola Gaza has gained traction, selling 500,000 cans in Qashoo’s London restaurants since its launch in August. It is also available online, with profits directed towards rebuilding Gaza’s al-Karama Hospital maternity ward.

A Growing Movement

Cola Gaza joins a wave of alternative brands advocating for Palestine. From Swedish company Palestine Drinks to Jordan's Matrix Cola, these initiatives are reshaping consumer behavior. While they may not topple global cola giants, their success lies in raising awareness. “Consumer boycotts are not an end in themselves but a tool to hold companies accountable,” explains Jeff Handmaker, a legal sociology expert.

Looking Ahead

Qashoo is already working on a fizzier version of Cola Gaza, aiming to broaden its appeal. But for him, the drink’s significance transcends the beverage industry. “Every sip should remind people of Palestine’s struggle,” he says.

Cola Gaza is more than just a soda; it’s a testament to resilience and a gentle reminder of a decades-long struggle. As Qashoo puts it, “Enjoy your drink, and remember: greetings from Palestine.”