'We look forward to the day when the decision is implemented and the factory will no longer be located at an illegal settlement in occupied territory. On that day we would be very happy to delete its name from our boycott list and inform the general public that peace-seeking citizens can consume its products without thereby becoming accomplices in blocking road to peace and violation International Law. It's good for the factory, good for the citizens and good for Israel's future. '

It is worth noting that over the past two years Unilever offered to sell 'Bagel Bagel' in its present location – but did not find buyers, and was forced to the decision to remove it from the Occupied Territories altogether. 'Apparently, the other companies knew that in buying the plant they would be courting trouble. Nowadays, this is no longer just a matter of political opinion. Businesspeople, making pragmatic considerations of profit and loss, fully understand that investing in settlement factories is a risky investment, an investment which might seriously hinder their international business activities.

The government of Israel continues to debate continued settlement construction, Foreign Minister Lieberman continues to insult diplomats and initiate racist bills, but sensible people already know that the settlement enterprise is doomed to failure.