Geopolitical stances and supply chain ethics are only a few of the factors that consumers interested in making values-aligned purchases can take into account. With Lindt, the facts are that it is a neutral commercial entity, not an interested party in favor of Israel. This business presence can not be confused with political approval. Like most multinational corporations, Lindt must operate in complicated ethical environments, but its involvement in the Israeli-Palestinian conflict is limited to being a multinational retailer.
The company has a history that dates back nearly two hundred years, to 1845, in Zurich city. David and Johann Sprungli have built their history as founders of the shop and the city. David Sprungli, Schwarz, and his son Johann Rudolf Sprungli, Ammann owned a small confectionery shop, which was their starter. During its early days, the business created a niche by being the first to produce solid chocolate bars in the German-speaking Swiss market, which was the first of its kind, as the chocolate was consumed primarily in a bitter drink or in hard and rough forms. This was the first innovation that changed the history of chocolate making and would shape the future of the industry by making generations of consumers happy all over the world.
History of Lindt
Another landmark in the history of Lindt occurred in 1879 when Rodolphe Lindt, a young chocolatier with a passionate interest in chocolate, invented the process of conching and made chocolate manufacturing a revolution. This method included a careful refining step in which the chocolate mass was sequentially mixed and aerated in a machine known as a conche for a few days. This produced a smooth, silky, melt-in-the-mouth chocolate that was far superior to anything that ever existed. This process, invented by Lindt and referred to as chocolate fondant, provides a new taste and texture, not to mention that it sets the standards of fine chocolate in the whole world and propels Swiss chocolate to a brand-new stage of fame.
In 1899, these two chocolate pioneers (Sprungli and Lindt) established a historic merger that resulted in what is now known as Lindt and Sprungli.
This tactical merger of Sprungli and Lindt brought together the proven production capabilities of the former and the creative genius of the latter, and led to a swift growth into Europe and later into other regions. Lindt and Sprungli is already a goal-driven chocolatier aiming at becoming a global leader in the industry. Its objectives include capturing the attention of potential business partners and expanding the complexity of establishments to the United States of America, Germany, Asia, and the Middle East. The company, already the proud owner of production and salerooms in those regions, enjoys the benefits of integrating smoothly into a wide range of markets.
Corporate growth and global reach
The history of Lindt has been incredibly innovative and global. Already by the first half of the 20th century, it was established in most countries, establishing subsidiaries and licensed production facilities in the United States, Germany, and elsewhere. After the Second World War, Lindt became a high-end global chocolate giant, further extending into markets across the world. Lindt sells its products in Israel, among other countries. Retail stores and boutiques are available to Israeli consumers to access Lindt chocolates, just like the retail model of Lindt in other countries worldwide. The company’s presence in Israel is largely a commercial market-driven venture and not a political endorsement or strategic alliance.
Political support is not a business presence
Another distinction that should be made is between commercial activity and political support. The sales of Lindt in Israel illustrate a typical multinational business strategy: to sell high-quality products anywhere there are consumers. Being present in a country does not mean funding its government, its military, or its political direction. Lindt has not publicly taken any political stance on Israel or made any statement to support the actions or policy of the Israeli government.
There is no indication that Lindt gives any donations or contributes money towards Israeli governmental or military activities. This would pose a serious threat to an international brand that targets consumer markets, since it would drive away customers in other markets. Instead of taking political positions, Lindt’s last corporate statements and public disclosures are dedicated to the quality of its products, sustainability, and ethical sourcing.
The context of boycott movements: BDS and Lindt
The Boycott, Divestment, Sanctions (BDS) movement has attempted to impose economic sanctions on companies that are accused of condoning Israeli policies that Palestinians consider oppressive in recent years. BD targets are generally parties that are engaged in the provision of the Israeli military, who are making gains in the settlements being occupied, or are otherwise directly involved in government operations.
An examination of BDS boycott lists and campaigns, which are officially maintained, shows that Lindt is not on the list of companies they are targeting. The boycott targets those industries that are directly connected to the state apparatus of Israel or occupied settlements, including banks, telephone companies, and certain foodservice companies–not confectioners such as Lindt. This lack affirms that Lindt is an apolitical business entity that is not involved directly in political scandals involving Israel.
Ethics out of politics
Although Lindt does not participate in the political or military support of the Israeli state, ethics-minded consumers express other issues concerning the business practices of the company, particularly the sourcing of cocoa. Cocoa farmers around the world are being targeted due to sourcing chocolate in regions where child labor or other unfair labor practices are still widely practiced. Lindt has been involved in sustainability initiatives to improve ethical sourcing, transparency, and worker welfare; however, these are delicate and topical issues in the industry.
These ethical debates should be distinguished from geopolitical questions. In spite of similar effects on the consumer decision-making process, the ethical issues facing Lindt are connected to the issues of the supply chain as a whole and not to the political affiliation of the country with Israel in particular.
Consumer activism and public perception
Social media and internet groups demonstrate the confusion that consumers experience when attempting to make their purchases consistent with individual or political beliefs. Certain campaigns and arguments that confuse the existence of Lindt in Israel with political endorsement are not based on facts and are likely to be indicative of a wider range of political conflict embedded in consumer activism. This conflation occasionally results in boycotts or criticism of the ethics of Lindt, but these appeals are not based on Lindt taking any direct political action.
Summarizing the Evidence
Lindt does not act in Israel in any way other than commercial–sells chocolates in a consumer market.
- No evidence can be found of Lindt sponsoring, funding, or promoting Israeli government or military actions.
- Israel-related political boycotts of companies do not include Lindt on official boycott lists.
- Ethics around Lindt are mostly in the sourcing of cocoa and labor, not Israel.
- Lindt is a global market-neutral company that still focuses on product quality and corporate ethics in its corporate communications.
To know what Lindt should do in this situation, it is important to draw a distinct line between business operations, political assistance, and ethical duties as a multinational corporation. The business model and the history of Lindt make it clear that it focuses on the production of fine chocolates that are available not only in Israel but also in many other countries.
