From the International Documentary Film Festival, Amsterdam: A visual inquiry on the creation of one the most known brand names around the world, an examination of the economic, cultural, political and social influences that stand behind the branding of a product. A visual history of a sophisticated system of marketing that made ‘Jaffa citrus’ the logo of Zionism and Israel.

The filmmaker uses a great deal of archive footage, from the very earliest photography in 1840 right up to crisp, modern video. The images are accompanied by commentary from a range of experts, who watch them projected on the walls of their offices or on tablecloths hung up in their living rooms. From historians to art experts, poets to political analysts, each gives his or her perspective on the archive footage, which over the years has become increasingly laden with ideological significance. Orange eaters and pickers — many of whom remember the more harmonious times when Jews and Arabs still worked side by side in the orchards — also have their say.

Through photography and cinema, poetry, paintings, workers of the citruses’ industry and historians, memory and present mythologies, Palestinians and Israelis cross and combine.