There has been quite a storm on social media regarding an ICA store in Stockholm that sold dates in large boxes labeled with “Palestine”, along with a map covering all of Israel and the Palestinian territories—without any marking of Israel. Additionally, the packaging had the words “Free Palestine” printed on it.
The fact that dates are sold from Palestinian territories is, of course, not an issue in itself. Consumers should have the freedom to choose what they want to buy, whether it’s oranges from Israel or dates from the West Bank. But when a product does more than just inform about its origin—when it carries a message that can be interpreted as denying Israel’s existence—that becomes problematic.
For many Jews, both in Sweden and internationally, this kind of symbolism creates deep concern. We live in a time when antisemitism is rising sharply, and we see more and more examples of how hatred against Israel spills over into hatred against Jews in general. When packaging suggests that Israel should not exist, it is no longer just a political issue—it touches on something much deeper. It serves as a painful reminder of a reality where Jews in Sweden are attacked for wearing a kippah, where schools and synagogues require heavy security, and where hate crimes against Jews are reaching record levels.
It is in this context that this incident becomes about much more than just where dates come from. It is about the ongoing struggle against messages and imagery that—whether intentionally or not—deny Israel’s existence and, in doing so, contribute to a more dangerous environment for Jews worldwide.
An ICA Store Owner with Common Sense
As the debate on social media intensified, I wanted to understand what had actually happened. So I reached out to the store owner, Örjan.
He was genuinely saddened by the situation. He had never intended to take a political stance—he runs a grocery store, not a platform for political opinions. A store carries thousands of products from different suppliers, and in this case, the dates came from a supplier who had also failed to notice the problematic nature of the packaging’s message.
As soon as Örjan became aware of the issue, he acted immediately. He removed the products from the shelves and contacted the supplier, who in turn decided to discontinue them from their assortment.
We had a very pleasant conversation and completely agreed on one important point:
We Must Talk With Each Other, Not About Each Other
This is an example of how quickly a controversy can arise and how easy it is to create polarization in situations where there shouldn’t really be any conflict. No one had bad intentions here. A store received a product, a supplier overlooked a detail, and only when customers reacted was the issue discovered.
But this incident also highlights the importance of understanding why such messages cause concern. Antisemitism is increasing, and it often manifests through anti-Israel rhetoric that blurs the line between legitimate political criticism and hatred.
I am truly impressed by how Örjan handled the situation. He chose not to take a political stance but instead focused on what he is there to do—run a store and serve his customers. He listened, understood the issue, and resolved it swiftly and professionally.
If only more people could do the same.