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SodaStream is the No. 1 sparkling water brand in the world and the leading manufacturer and distributor of Sparkling Water Makers. We enable consumers to easily transform ordinary tap water into sparkling water and flavoured sparkling water in seconds. By maki... more.
Adath Israel Congregation
Harvard Business School
SodaStream â€œtreats us like slaves,â€� says Palestinian factory worker | Boycott Israel Network
In the video, Sodastream's chief executive Daniel Birnbaum appears as if he's a constant presence in the Mishor Adumim factory.
SodaStream's CEO Daniel Birnbaum has referred to the factory workers as one big family. M. disputed this portrayal, and explained some of the job insecurities Palestinian workers face: "They treat us like slaves. This has happened many times on the assembly line: when a worker is sick and wants to take sick leave, the supervisor will fire him on the second day. They will not even give him warning or send him to human resources, they will immediately fire him." Birnbaum also claims in the video that SodaStream received no government incentives for its settlement factory. Who Profits cites an article from the Israeli business publication Globes, in which Birnbaum claimed products sold in countries such as Sweden, Switzerland, Norway, Finland, and France are manufactured at Alon Tavor due to "the sensitivity in these countries to Israeli products manufactured beyond the green line." However, examining details on production facilities listed in SodaStream's own annual report for 2012, WhoProfits demonstrated that it would not possible for a complete SodaStream machine to be produced at Alon Tavor. The company has also won a 25-million-shekel ($7 million) government grant for construction of a new plant in the Idan Industrial Zone in the Negev (Naqab), capable of housing all of the company's production under one roof ("SodaStream wins NIS 25 m grant for Negev plant," Globes, 4 April 2013). Birnbaum recently threatened to move production to another continent if Israeli government subsidies, such as grants and tax breaks, are reduced. According to SodaStream's 2012 annual report, its effective tax rate was 1.7 percent for 2012, and 10.9 percent for 2011. The corporate tax rate in Israel is 25 percent ("SodaStream CEO: More Israel investment depends on incentives," Globes, 24 April 2013). While Birnbaum, beholden to his Nasdaq investors, concentrates on the bottom line, his settlement factory is part of a system described in the United Nations Human Rights Council report on settlements as exerting "a heavy toll on the rights of the Palestinians."
SodaStream chief executive Daniel Birnbaum told The Independent the company was being "demonised" by activists and admitted the location of the factory is often a "pain".
Birnbaum pointed out the factory is just one of 25 production facilities they run worldwide. He added: "We have to deal with the media and activist who too often demonise us just because of the location of the factory. Birnbaum denied stirring controversy is part of its business stategy, but it seems that SodaStream has turned scandal into a marketing campaign.
SodaStream â€œfactory of peaceâ€� remains a myth (Electronic Intifada) | Labor for Palestine
Over recent weeks, SodaStream CEO Daniel Birnbaum has been repeating the accusation that the boycott, divestment and sanctions (BDS) movement was costing Palestinian workers their jobs.
But after being forced to fire 74 workers whose permits were denied, he is now focusing his anger on the Israeli government. Under the headline, "Idiotic Israeli red tape, not BDS, got Palestinians fired," theTimes of Israel reported that Birnbaum is "furious" with the Israeli government. Yet Birnbaum has been successful in selling mainstream media on SodaStream's myth of equal treatment and harmony.
Debra Eisenberg Associates - LTD.
Daniel Birnbaum - CEO
Sodastream International, Ltd.
Employees work at the new SodaStream factory built deep in Israel's Negev Desert next to the city of Rahat, Israel, that will replace the West Bank facility when it shuts down in two weeks time, Wednesday, Sept. 2, 2015. The chief executive of SodaStream, Daniel Birnbaum announced the shuttering of its West Bank factory in the face of international boycott calls, accusing company critics of anti-Semitism, but the Boycott, Divestment and Sanctions (BDS) international boycott campaign declared a victory and said its pressure was behind the decision. (Photo/Dan Balilty)
The chief executive of SodaStream, Daniel Birnbaum announced the shuttering of its West Bank factory in the face of international boycott calls, accusing company critics of anti-Semitism, but the Boycott, Divestment and Sanctions (BDS) international boycott campaign declared a victory and said its pressure was behind the decision. (Photo/Dan Balilty)