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Palestine Cola: 22 Cents per Year for Palestine

Palestine Cola, a beverage brand launched in March 2024, by a company called “Safad Food AB”, founded in 2021 by two Palestinian brothers in Sweden, quickly gained attention as a symbol of cultural identity and resilience. Emblazoned with motifs like the olive tree, a symbol of the Palestinian struggle, the brand’s products resonated with consumers sympathetic to their cause. Despite their initial success, which saw an impressive sale of 16 million cans within five months, questions have arisen about the transparency of their charitable initiatives.
Despite the owners claims, there is a notable lack of transparency regarding the allocation of profits to charitable initiatives. The company’s official website, does not provide information about specific donations or partnerships with charitable organizations. This absence of clear data raises questions about the actual impact of their purported contributions.
In contrast, other brands with similar missions offer more transparency. For instance, Salaam Cola, launched in the UK in November 2023, pledges 10% of its profits to charities supporting Palestinians and provides updates on their charitable activities through their website.
Intentionally Evasive Language
In various promotional videos and marketing statements, the owners of Palestine Cola claim that “part of the profit” is donated to Palestinian causes. This type of phrasing, common in corporate marketing, can be ambiguous and strategically designed to create a positive perception without necessitating substantial financial commitments.
The phrase “part of the profit” may suggest anything from a negligible amount to a meaningful percentage. Without specific figures or detailed disclosures, “part of the profit” could represent a minimal percentage that has little impact.
Owners of a business have significant control over what counts as profit, as they can decide their own salaries and compensation. By increasing their salaries or allocating funds to perks and business expenses, owners effectively reduce the company’s profit margin.
This practice means that, when a company pledges to donate “part of the profit,” the amount available for donation can be minimized based on these internal financial decisions. Such control allows owners to maintain high personal earnings while publicly appearing to contribute to charitable causes, potentially reducing the actual impact of their donations.
22 Cents per Year For Palestine – or none ?
One significant issue with Palestine Cola is the lack of transparency regarding their donations:
As of a today, the company acknowledged on its website that it had not yet made ANY charitable contributions.

Safad Food AB Webite, 10.11.2024, 07:02 AM.
After over a year of atrocities in Palestine, Safad Food AB has just simply “Not Found” any charity to donate to.
This revelation is crucial, as it directly challenges their stated mission and the expectations of socially conscious consumers. Palestine Cola’s approach leaves many questions unanswered.
Brands using such language often rely on the positive associations of contributing to a cause while minimizing the actual financial commitment. For consumers who prioritize impactful giving, transparency about the percentage of profit donated and the specifics of its use are critical for trust
This strategic ambiguity can be viewed as an attempt to align with socially conscious consumers without making significant financial contributions. The fact that Palestine Cola’s website and public materials lack transparency regarding exact amounts or beneficiaries further compounds these concerns. Without verifiable documentation or clear communication of how much is donated and to whom, it’s difficult to measure the true extent of their charitable efforts.
Transparency is vital for brands built on social or political values. Consumers need clear reporting and verifiable information to ensure their support leads to real impact. Without such transparency, claims can appear as marketing tactics rather than genuine commitments.
Less than 5% for Palestine in the Future ?
Based on Safad Food AB’s profit statement, which reported a net profit of 48,000 SEK in 2023, allocating 5% of this profit to donations would amount to 2,400 SEK annually. When broken down, this represents approximately 22 cents (USD) per year, illustrating how minimal the impact of such a contribution can be when considering overall charitable giving. This highlights the importance of transparency and clarity in statements about donations tied to company profits.
When companies state that a “part of the profit” is donated, it’s often a strategic move to align with social responsibility trends without disclosing precise figures. This practice is sometimes known as “virtue signaling,” where brands capitalize on consumers’ values without meaningful action. For consumers, this raises the question of whether their purchases are making the intended impact or merely bolstering a brand’s public image.
Without published financial records or official statements detailing the exact amount or percentage of profit directed to charity, the implications of Palestine Cola’s contributions remain unclear.
The average net profit margin for the soft drink industry is approximately 15.22%. This indicates that after accounting for all expenses, only a relatively small portion of total sales is classified as profit. Therefore, a company donating a portion of this net profit may contribute an amount far lower than consumers might expect. This practice highlights why vague claims of donating “part of the profit” without specified figures can be problematic.
Profit is calculated after deducting all expenses, which includes paying salaries, covering production and distribution costs, marketing, and perks such as company cars. As a result, what’s left as “profit” is already a reduced figure. Donating “part” of that profit usually results in a small fraction of overall sales revenue being directed to charity—potentially less than 5%.
For context, established companies that engage in philanthropic activities often state exact percentages or amounts of donations, providing regular reports or verifiable evidence to their consumers. Such transparency helps build trust and confirms that consumer support translates directly into charitable impact.
Companies that successfully integrate philanthropy into their business model do so with transparency and accountability. Regular reporting, detailed breakdowns of financial contributions, and clear communication of partnerships with established charitable organizations are some of the practices that demonstrate a genuine commitment to a cause.
Consumer Trust and Implications
For brands promoting themselves as aligned with meaningful causes, trust is paramount. Consumers supporting these brands often do so because they believe their purchases contribute to a broader mission. With Palestine Cola’s admission that no donations have been made to date, despite their claims, the brand risks losing credibility.
Conclusion While Palestine Cola has achieved significant initial success and positioned itself with powerful cultural symbolism, the lack of clarity regarding its charitable practices undermines its authenticity. Pledging “part of the profit” without transparency or concrete examples, coupled with the admission of not having donated any funds yet, can diminish consumer trust. Moving forward, Palestine Cola would benefit from adopting transparent practices and reporting on its donations to uphold its mission.
Transparency in charitable contributions is essential, especially for brands that use social and political causes as part of their identity. Consumers who choose to support such brands often do so out of shared values and a belief that their spending can contribute to a greater good. The absence of verifiable data or reports undermines consumer trust and raises questions about the authenticity of the brand’s claims.
Safad Food AB is a Swedish company based in Malmö, specializing in the wholesale trade of beverages. Below is a comprehensive overview of the company’s details:
Company Data
- Name: Safad Food AB
- Organization Number: 559343-7741
- Address: Emilstorpsgatan 23, 213 64 Malmö, Sweden
- Phone Number: +46 (0)762 457 724
Business Overview:
- Industry: Wholesale trade of beverages
- SNI Code: 46340 – Partihandel med drycker
- Business Description: The company engages in the wholesale trade of food products and related activities.
Financial Highlights (as of 2023):
- Revenue: 1,988,000 SEK
- Net Profit: 48,000 SEK
- Total Assets: 4,684,000 SEK
- Equity: 4,634,000 SEK
- Number of Employees: 0
Corporate Structure:
- Board Members:
- Hussen Hassoun (Chairman)
- Muhamed Hassoun (Deputy Board Member)
- Auditor: Baker Tilly MLT Kommanditbolag, with Lenny Persson as the principal auditor
Registration Details:
- Company Formation Date: November 1, 2021
- Registration Date: November 1, 2021
- VAT Registration Number: SE559343774101
- F-tax Registration: Registered since July 13, 2022
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