‘Reclaiming our rightful place’: Gaza Cola aims to build on UK success, empower Palestinian resistance

By Aysu Bicer

LONDON (AA) – Osama Qashoo firmly believes in the power of boycotts and direct action to end Israel’s genocide in the Gaza Strip and brutal occupation of Palestinian land.

Along with his work on the ground, the Palestinian activist has been a prominent advocate of the Boycott, Divestment, and Sanctions (BDS) movement for decades – “a big champion and an instigator,” as he puts it.

His new way of doing his part was driven by a question – “Boycott is easy, but what is the alternative product?” – and the answer came in the form of Gaza Cola.

The beverage has turned out to be a commercial success in the UK, to the point where the company is pursuing expansion to other geographies, and generates profits that go directly to funds for reconstruction projects in Gaza.

“The idea of Gaza Cola came to life to offer an alternative product that tastes familiar but allows people to act on their values. It also carries the Palestinian flag and represents resilience,” Qashoo told Anadolu in a conversation in London, where he oversees the company’s operations.

“This is 100% owned by Palestinian families, some of whom live in tents on the front line. All profits go toward life-affirming projects like rebuilding hospitals and supporting community growth.”

As a brand, Gaza Cola embodies defiance against corporations fueling and profiting off Israel’s ongoing genocide in Gaza, now in its second year, having claimed the lives of tens of thousands of Palestinians and destroyed millions more.

“Greed is unlimited, but need is limited,” says Qashoo. “We are investing in creating life, in building and rebuilding, in sponsoring the growth of our community.”

- ‘Trade, not aid’

Gaza Cola operates under an innovative structure that blends the principles of a charity, a community interest company, and a business. Qashoo describes this as a “trade, not aid” strategy.

“Palestinians are a creative, resilient nation,” he said.

“We’re not trained to be beggars dependent on aid. Instead, we aim to rebuild our dignity through self-sufficiency and ethical business models.”

For Qashoo, Gaza Cola is more of a cultural and political statement, than just a business.

“We aim to reclaim our position of dignity and power. Our history is one of resilience and contribution to the world, from algorithms to commerce. Gaza Cola is part of this legacy,” he said.

Acknowledging the hurdles in making Gaza Cola a reality, he added: “We had to create a completely new model of ownership, distribution, and sponsorship. It was challenging to communicate something so unfamiliar.”

Another tough feat was “coming up with an amazing product that has the formula, the taste, the resemblance of what people are used to … something tangible that people can use” for boycotts.

“Boycott is an amazing tool for those who can’t be on the front lines but want to make a difference. It worked in defeating apartheid in South Africa, and we must use it again,” he said.

- Seeking partnerships in Türkiye

Since its launch, Gaza Cola, which is manufactured in Europe and imported into the UK, has sold more than half a million cans, with over a million more pre-ordered.

Gaza Cola is also being imported into some Muslim countries, while Qashoo recently signed a deal for 10 containers of the drink and is seeking strategic partnerships to expand production.

He sees enormous potential in collaborating with Turkish manufacturers, noting Türkiye’s geographic advantages and strong trade networks across Africa and the Middle East.

“If we have a central ally in Türkiye, we could meet the growing demand, which is currently at 40 containers a month. That’s more than 400 containers a year,” he said.

Qashoo is confident this is just the beginning of Gaza Cola’s success, and that such initiatives have the power to inspire wider change.

“The strategic interest we’re receiving is beyond imagination … We control over 80% of the world’s trade routes, as Muslim nations. By focusing on trade that builds rather than destroys, we can leave behind a legacy of prosperity and justice,” he said.

“This is a simple act with revolutionary potential. If millions of people in the Middle East channel their anger and passion into buying Gaza Cola, it will create a massive impact.”

- Mavi Marmara ‘was like David and Goliath’

Reflecting on his past activism, Qashoo spoke about his experience on the Mavi Marmara, a Turkish aid flotilla bound for the Gaza Strip that was stormed by Israeli commandos in international waters in 2010, who killed 10 activists, including Turkish citizens, and wounded over two dozen others.

“We knew we were confronting a massive siege, not just by Israel, but also by the West. As a civilian community, we tried to challenge that, and we were butchered,” he said.

“The force they used to stop us and take over the Mavi Marmara was something we did not fully anticipate … We didn’t realize they would come with eight warships, countless Zodiac boats, and helicopters. The shooting and the craziness that happened on the ship are things I will never forget in my life.”

Qashoo hailed the mission’s Turkish volunteers for their crucial contributions and efforts for Palestine.

“The Mavi Marmara and the Freedom Flotilla would not have been organized without the emotional, passionate, and dedicated Turkish friends,” he said.

“They gave their all, and it was a turning point in how I view Turkish strength and the change they can create. On a personal level, it was like David and Goliath.”

As Palestinians and their allies continue the fight for justice and freedom, Qashoo underscored the need for and power of collective action.

“We’ve faced immense challenges, but our strength lies in our unity and resilience,” he said.

“We are capable of giving, creating, and leading with dignity. Gaza Cola is just the beginning of reclaiming our rightful place in the world.”