Thursday, 24 April 2014

New campaign resource boosts efforts to burst SodaStream’s bubble


As the campaign to boycott SodaStream gains momentum, supporters have a new resource to use in their advocacy and education work.

The slick website burstthebubble.org, launched by Jewish Voice for Peace’s Seattle chapter, makes the case in plain language for why the carbonated beverage device manufacturer should be boycotted. SodaStream’s attempts to brand its product to consumers concerned with social responsibility is busted in a series of short videos which are simple and effective.

SodaStream’s products are assembled in a plant on occupied Palestinian land by exploited Palestinian laborers, the website explains.

Despite the corporation’s attempt to promote a picture of Israeli-Palestinian coexistence at its factory, the purpose of SodaStream’s plant in the Mishor Adumim industrial park “is not to improve the lives of Palestinians living under occupation but to pad the pockets of an international corporation,” it is stated in one of the videos.

Ninety percent of the plant laborers are Palestinians, who “have little choice but to work for the settlers who exploit the land that was theirs” because of Israeli occupation and colonization’s destruction of the Palestinian economy.

Meanwhile, “SodaStream gets kickbacks from the Israeli government for profitting from an illegal occupation,” enjoying state benefits for participating in Israel’s illegal settlement colony enterprise.

The consumer who purchases SodaStream products gives “money to a company that financially supports an Israeli settlement. The Palestinians who have been dispossessed get nothing.” more

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