On the shopping "holiday" known as Black Friday, protesters positioned themselves in various locations at the Capitola Mall to raise awareness about SodaStream, a company with a factory built on illegal Israeli settlements located on occupied Indigenous Palestinian lands. Santa Cruz community members wore black and held large banners that read "Boycott SodaStream."

SodaStream is a product that allows users to make flavored carbonated drinks at home, and it is sold in the Santa Cruz area at Bed Bath and Beyond, Best Buy, Chefworks, Macy's, and Kohl's, among others. Demonstrators chose the Capitola Mall's Target store as the primary location of the Black Friday protest because of that company's overtly stated commitment to "corporate responsibility" and "responsible sourcing." Target's website has a plethora of web pages dedicated to the company's declared interest in these and other issues pertaining to environmental and social justice.

The Black Friday action at the Capitola Mall was cosponsored by Jewish Voice for Peace-Santa Cruz Chapter, Palestine Israel Action Committee (PIAC), WILPF-Santa Cruz Chapter, and Women in Black.

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