BDS South Africa spokesperson Kwara Kekana announced the end of the boycott, saying: “The campaign had enormous successes over the last two years. However, having achieved several goals of the campaign we have now revisited our strategic imperatives and announce the end of the blanket boycott of Woolworths …”

JOHANNESBURG, SOUTH AFRICA – MAY 20: The South African chapter of the global Boycott, Divestment and Sanctions (BDS) members protest outside the high court in Johannesburg, South Africa May 20, 2014. The group has dragged an outdoor advertising firm to court after it had removed their Palestine solidarity billboards in Gauteng province. Hassan Isilow – Anadolu Agency

Kekana added, “Included in our strategic imperatives, going forward, will be to also ensure that … no falsely-labeled Israeli products are sold in South Africa.”

Woolworths suffered brand damage and at the height of the BDS boycott, a media report stated that: “three out of every ten articles about Woolworths (outside of Twitter) referred to the bAfter involvement and calls from several public sector unions the largest shareholder of Wooworths, the Public Investment Corporation(PIC), also launched its own investigations into the company’s trade with Israel, among other issues.

Kekana said they would now turn to expanding the consumer part of the BDS campaign in South Africa … by focusing on the general boycott of all Israeli products.

He  also stated: “The #BoycottWoolworths campaign was a bold move in that it was the first comprehensive consumer boycott in the history of South Africa since 1994. There were many who supported the campaign and the achievements were important to the ongoing struggle in solidarity with Palestinians.”