Zaytoun, a social enterprise supporting Palestinian communities through fair trade, reported a 50% increase in UK sales in 2024, reaching £3.2 million. The rise in sales is attributed to a growing consumer interest in Palestinian products, particularly olive oil and Medjool dates, amid ongoing support for Palestinians in Gaza and the West Bank.
Founded to advocate for fair trade practices, Zaytoun emphasizes the impact of purchasing decisions on local communities. Managing Director Manal Ramadan White noted that buying their products allows consumers to feel connected to the Palestinian cause, even through small actions. Currently, a marketing initiative by the Fairtrade Foundation aims to raise awareness of fair trade products.
Despite the increase in demand, Zaytoun’s olive oil does not carry the Fairtrade certification due to ongoing security challenges in Palestine that have hindered the certification process. Ramadan White mentioned that the organization has not been able to obtain Fairtrade organic certification for nearly a year, following the withdrawal of the certifying body without a proper transition.
The Fairtrade Foundation has publicly expressed solidarity with the Palestinian people, emphasizing the importance of ensuring safe living and working conditions. Zaytoun continues to source olive oil from small-scale farmers in the West Bank, with expectations of resuming certification with a new local auditor for the upcoming harvest. Zaytoun’s olive oil, sold in 500ml bottles for approximately £15, remains integral to rural Palestinian livelihoods, where olive farming is a traditional practice.
Shipping logistics pose challenges, as products are routed through the Israeli port of Haifa, involving detours and adjustments to cargo due to security protocols. Established in 2004, Zaytoun has seen substantial demand growth, with sales increasing from 2023 to 2024, reflecting a willingness among UK consumers to support Palestinian livelihoods. Despite initial skepticism about the sustainability of the business, Zaytoun has persisted for nearly two decades.
Source: https://www.theguardian.com/world/2025/oct/02/palestinian-food-brand-uk-sales-up-shoppers-solidarity-zaytoun