Existing literature on business and peace is in need of more examples of business practices, and at a more dissaggregated level, within conflict‐sensitive regions that promote peace. This article examines whether business practices within a conflict‐sensitive region, the island of Cyprus, are consistent with existing business and peace literature and how the specific business practices promote peace. In particular, the article examines in detail two business practices: Green Line Trade and cross‐territorial joint ventures and promotions. Our findings suggest that existing business activities in Cyprus are consistent with those proposed by the literature, but their significance in promoting peace was limited. We propose an alternative explanation for why such business practices were pursued in Cyprus at the time, drawing on studies of identity‐based conflicts. And we suggest that business has a unique role to play compared with other public institutions when addressing identity conflict. Finally, we suggest that both theoretical and empirical studies of business and peace should include consideration of how business practices might help alleviate identity‐related issues in conflict‐sensitive regions.