Yoav Rokach-Penn probably did not imagine he would breathe new life into the grassroots consumer uprising first launched this summer. But that is precisely what he did when he walked into his local Shop Rite in New Jersey, took a picture of an Israeli-made candy bar, and posted it on his Facebook juxtaposed with a picture of the price-tag for the identical candy bar in Israel.

The price for Elite-Strauss’s Pesek Zman candy bar in New Jersey was just 74 cents (including taxes) compared to NIS 6.29 (about $1.70) in Israel. Rokach-Penn’s Facebook picture quickly went viral over the weekend.

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