Boycott campaign targets Egyptian company 'Breadfast' due to funding ties with the occupation

Widespread calls have recently escalated on social media platforms in Egypt to boycott 'Breadfast', a company specializing in delivering food products and consumer goods. These movements come against the backdrop of accusations by activists that the company received funding from international investment entities closely linked to the Israeli occupation, which sparked a wide debate about national investment standards.

The crisis began after highlighting the results of the funding round announced by the company last February, during which it successfully raised massive investments worth $50 million. Reports revealed that the list of new investors included companies that raise questions about the nature of their activities and their relationship with the security and economic system of the Israeli occupation.

Among the most prominent companies that angered boycotters is the Japanese company 'SBI', specializing in cybersecurity technologies, which boasts on its official website of owning investments in six Israeli companies. Reports also indicate that the Japanese company employs an elite group of retirees from the intelligence and cybersecurity units of the occupation army, making it a direct target for criticism.

The list of investors also included the Emirati company 'Mubadala', affiliated with the Abu Dhabi government, which played a pivotal role in strengthening economic and commercial relations with the occupation after the signing of normalization agreements in 2020. Boycott advocates believe that the entry of such entities into the ownership structure of an Egyptian company represents a violation of popular principles rejecting economic normalization.

In a swift reaction to these accusations, Mohamed Habib, one of the founders of 'Breadfast', came out to clarify the management's position, considering that obtaining major international funding is a necessity imposed by economic growth and difficult to avoid in the global funding market. Habib pointed out that the company sets strict national standards in its dealings, but at the same time seeks to strengthen the resilience of the Egyptian economy.

Habib defended his company's position, stressing that the priority in boycott campaigns should be directed towards companies that directly support the occupation's military operations or those that own factories within illegal settlements. He considered that targeting successful Egyptian companies could harm the local investment environment and reduce job opportunities provided by these entities for Egyptian youth.

The company's founder revealed that 'Breadfast' had previously rejected tempting funding offers from investment funds directly linked to the Zionist entity, despite going through severe financial crises in previous periods. He affirmed that the primary goal of attracting foreign investments is to localize modern technology and build Egyptian economic entities capable of competing in global markets.

For its part, 'Breadfast' issued an official statement confirming that it is a 100% Egyptian company, and that all its administrative and operational decisions stem from a pure national vision. The company stressed in its statement that there are no direct or indirect relations with any Israeli parties, whether at the shareholder or supplier level.

The company clarified that its current investment structure is completely free of any shareholders holding the nationality of the occupying state, noting that its success in attracting international institutions managing billions of dollars in assets is a testament to the strength of the Egyptian market. It considered that these financial flows contribute to supporting the local entrepreneurship system instead of heading to other regional markets.

The management stressed that its position on the Palestinian issue is firm and non-negotiable, considering it an integral part of the company's identity and institutional values. It added that building a strong Egyptian economy is one form of indirect support for Arab issues, by creating economic independence and providing strong local alternatives to foreign products.

Despite the company's clarifications, boycott campaigns continue on social media platforms, with activists demanding more transparency about the identity of investors and their impact on the company's future policies. Observers believe that this crisis reflects the extreme sensitivity of the Egyptian public towards any economic activity that may intersect, even indirectly, with the interests of the occupation.

Finally, informed sources confirmed that the company is closely monitoring public reactions and is working to enhance its communication with consumers to clarify the facts. 'Breadfast' hopes to succeed in overcoming this crisis by emphasizing its role in supporting the national economy and its commitment to the national constants agreed upon by all segments of the Egyptian people.

Whoever wants to boycott, should boycott companies that operate within the occupation army bases and provide facial recognition technology at military checkpoints.