Osama Qashoo firmly believes in the power of boycotts and direct action to end Israel’s offensive in Gaza, reports. 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 in a conversation in London, where he oversees the company’s operations.