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February 6, 2017 10:19 am

‘Proud’ SodaStream to Feature Israeli Flag on All Its Products

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SodaStream products. Photo: Meaghan O'Malley via Flickr.

SodaStream products. Photo: Meaghan O’Malley via Flickr. – SodaStream, the Israel-based beverage carbonation company, announced it will begin featuring an Israeli flag and an inscription promoting peace on all its products.

The English message that will appear on SodaStream goods reads, “This product is made by Arabs and Jews working side by side in peace and harmony.”

The company said in a statement that “management wants to send a message of national pride, particularly in days when many of us hide our Israeli identity from the world.”

SodaStream — which manufactures sparkling water-makers for home use — has been repeatedly targeted by the Boycott, Divestment and Sanctions movement, most recently over its headquarters being located in the West Bank industrial park of Mishor Adumim. International pressure caused the company to close that facility, which forced it to lay off most of its 500 Palestinian employees. SodaStream has since relocated to the Negev desert region.

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Daniel Birnbaum, SodaStream’s CEO, noted the company’s struggles with the international community in a statement, saying that “as a proud Israeli company, we have always taken care to keep our Israeli profile high, even if that means fighting for our place in the face of the European Union and economic terrorism.”

“In recent years, we Israelis have found ourselves under attack, apologizing and boycotted all over the world,” Birnbaum added. “We may not be perfect, but we have a lot to be proud of, and we decided to show that to ourselves and to the world.”

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