“Joe & the Juice, a popular coffee and juice bar chain, is coming to Dublin in May 2026, right across from the Dawson St exit. The Danish chain has rapidly expanded worldwide in the past few years opening hundreds of locations across New York, London, and Dubai. While primarily known for serving fresh juices and healthy food options, it also prioritises social spaces and hosts events such as run clubs. Dublin is just the latest edition to its global footprint with plans to open more stores across the county through 2026. However, its growth is also shaped by its major backer, General Atlantic, a US investment firm with an increasing global footprint in technology markets, including doling out significant holdings in Israel. While originally a Danish company, in 2023, General Atlantic acquired a majority share in the company for $641 million as part of a broader global investment strategy. The conglomerate’s first investment in Joe & the Juice was in 2016 and subsequently increased its stake to take control of the firm and support growth. Beyond food and consumer brands, the conglomerate focuses on technology, cybersecurity, and data infrastructure in Israel. Opening an office in Tel Aviv in 2022, they have since poured hundreds of millions into fast-growing Israeli startups. Two of its most notable investments include the $165 million funding round led by General Atlantic for Riskified, an Israeli AI-powered fraud protection firm that helps e-commerce companies detect and prevent payment fraud. The investment was a landmark deal in General Atlantic’s involvement in the Israeli market. Another notable investment was a $210 million funding round for AppsFlyer, a mobile analytics and attribution platform, which cemented the start-up as one of Israel’s major tech successes. These deals reflect a broader push by the firm to tap into the Israeli market. Despite the controversial nature of Israeli investments in recent years, General Atlantic President, Anton Levy, says in an interview with the Israeli tech site CTech, “We’re not coming to Israel because it’s hot or sexy, but because we look at it strategically.” He later reaffirmed this point by saying that “hopefully Israel will be one of our best performing markets not just on capital deployed, but on returns and quality of company”. The most prominent Israeli investment in the firm’s profile would be Mobileye Global, a maker of self-driving technology, that held an IPO in October and is currently valued at $25 billion. Additionally an investor for General Atlantic, Max August, currently sits on the board of the IDFWO (Israeli Defence Forces Widows and Orphans Organization). He joined after a self-proclaimed “Zionist awakening”, a phrase which he quotes in a 2025 interview with The Jerusalem Post. For Dublin, the opening of Joe & the Juice’s first Irish location is about more than a new cafe; it’s part of a global strategy backed by deep pockets and broad international involvement. General Atlantcs investment philosophy is in direct contradiction with Ireland’s criticism of Israeli government policy and the ongoing genocide in Palestine. What seems like a simple cafe launch should be joined by an asterix: that every coffee bought and salad consumed, whether a customer realises it or not, supports a regime in which basic human rights are ignored.
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