The weekly shopping convoy to Sderot, which began as one citizen's private initiative, has received government backing. The project, which was started by Ilan Cohen of Modi'in, is now a joint venture involving the Ministry of Industry, Trade and Labor, the Jewish Agency and additional bodies.

The project is now headed by Col. (res.) Yossi Elad and has been named – "Buying with Love – from Sderot and the Gaza Belt."

Elad has called upon directors of companies and organizations to do some of their routine purchasing from local businesses.