Andrew Mitrovica, ipolitics.ca
Who knew that a dumb little story about ketchup could go viral? Who expected that dumb little story to end up making a backhanded comment about boycotts, political hypocrisy, the Middle East and anti-Semitism?
Recently, a guy named Brian Fernandez wrote a Facebook post saying he would no longer buy Heinz ketchup after he learned that the popular brand had shuttered its plant in Leamington, Ontario, opting to make the condiment in the United States. Instead, he’s buying French’s ketchup, which apparently is made from Canadian tomatoes.
The post got lots of positive mainstream media coverage and led to a spike in sales for French’s. So you see how this works: Someone makes a purchasing decision on the basis of personal ethics, word gets around and, suddenly, the marketplace shifts ever so slightly. Which is how commercial boycotts work — through consumers exercising the power of personal choice.
Now, imagine that another brand of ketchup, instead of being made in the good old U.S. of A., is being manufactured in Israel. Let’s say some hypothetical ketchup consumer, incensed by Israel’s illegal settlements on occupied Palestinian land, decides to stop buying that ketchup and encourages others to do the same, or switch to mayo. What do you think would happen then?
Chances are, that hypothetical ketchup consumer would find himself praised by a few and vilified by a lot more — as a leftist loon, as an anarchist, as a Hamas stooge, as an anti-Semite. Nothing has changed between these two scenarios, apart from the target. But the target changes everything. Continue reading