It is now labeling its products with an Israeli flag and a message about coexistence (see picture). That’s a swipe at the BDS which labels products made in Israel with Israeli flags to encourage the boycott.
“I am proud to be Israeli, so I put my flag on 50 million products manufactured in Israel,” says SodaStream International CEO David Birnbaum. “I wish that every company which exports [from Israel] would put the Israeli flag on its products, whether it is tomatoes, computer chips or irrigation pipes.”
SodaStream, which produces home carbonation machines enabling consumers to make their own soft drinks, employs both Jews and Arabs. The company catapulted to fame when it hired American actress Scarlett Johansson to appear in a Super Bowl commercial in 2014. The BDS was outraged and launched a major campaign against the firm because its factory was located in a Jewish settlement near Jerusalem.
As a result, SodaStream was...
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