Introduction
When you think of SodaStream, you might imagine a fun and convenient way to make your own carbonated drinks at home. But behind the bubbles, there is a dark side to this popular brand that should make you think twice before buying its products. SodaStream is complicit in Israel’s illegal occupation, exploitation, and oppression of Palestinians, and by supporting it, you are indirectly funding apartheid and human rights violations. Here are five reasons why you should boycott SodaStream and choose ethical alternatives instead.
1. SodaStream Profited from the Occupation of Palestinian Land
For years, SodaStream operated its main factory in the Israeli settlement of Ma’ale Adumim, located in the occupied West Bank. This factory was built on stolen Palestinian land, and its products were labelled as “Made in Israel”, misleading consumers and violating international law. The factory also used Palestinian natural resources, such as water, without paying any taxes or fees to the Palestinian Authority. SodaStream claimed to provide jobs and benefits to Palestinian workers, but in reality, these workers faced discrimination, harassment, and low wages, and had no legal protection or union representation.
2. SodaStream Faced a Global Boycott Campaign that Damaged its Sales and Reputation
SodaStream’s involvement in the occupation attracted the attention of the Boycott, Divestment, and Sanctions (BDS) movement, a global campaign that aims to pressure Israel to end its violations of Palestinian rights. BDS activists exposed SodaStream’s complicity and called for a boycott of its products, resulting in a significant drop in its sales and stock value. The campaign also caused major retailers, such as Macy’s, Bed Bath & Beyond, and Target, to stop selling SodaStream products, and celebrities, such as Scarlett Johansson, to sever ties with the company. SodaStream was forced to close its West Bank factory in 2015 and move to a new location in the Negev desert, inside Israel’s pre-1967 borders.
3. SodaStream Continues to Displace and Discriminate Against Palestinians in the Negev
SodaStream’s relocation to the Negev did not end its complicity in Israel’s oppression of Palestinians. The new factory is situated in an area where Israel has been systematically displacing the indigenous Bedouin-Palestinian citizens of Israel, who make up about 30% of the Negev’s population. Israel denies these Bedouins their basic rights to land, water, electricity, education, and health care, and demolishes their homes and villages to make way for Jewish-only settlements, industrial zones, and military bases. SodaStream’s presence in the Negev contributes to this policy of ethnic cleansing and discrimination, and its hiring of some Bedouin workers does not change this fact.
4. SodaStream is Owned by PepsiCo, a Company that Supports Israeli Apartheid and Militarism
In 2018, SodaStream was acquired by PepsiCo, one of the largest food and beverage companies in the world. PepsiCo has a long history of supporting Israel and its apartheid regime, dating back to the 1960s when it broke the Arab League boycott and entered the Israeli market. PepsiCo also has a strategic partnership with the Strauss Group, an Israeli food conglomerate that openly supports the Israeli military, especially the notorious Golani Brigade, which is responsible for countless atrocities and war crimes against Palestinians. By buying SodaStream, you are not only supporting SodaStream, but also PepsiCo and the Strauss Group, and their complicity in Israel’s crimes.
5. SodaStream is Part of a Network of Companies that Promote Israeli Propaganda and Whitewash its Violations
SodaStream is not the only company that tries to present itself as a socially responsible and environmentally friendly business while concealing its role in Israel’s oppression of Palestinians. There are many other companies, such as Ahava, Sabra, and Teva, that use similar tactics to divert attention from their occupation ties and human rights abuses. These companies are part of a larger effort by Israel and its supporters to improve its image and reputation in the world, through a strategy known as “Brand Israel”. This strategy aims to portray Israel as a modern, democratic, and innovative country, and to distract from its brutal occupation, apartheid, and colonialism. By boycotting SodaStream and other Israeli products, you are resisting this propaganda and exposing the truth behind the fizz.
Conclusion: Boycott SodaStream and Stand with Palestine
SodaStream is a company that profits from and supports Israel’s occupation, apartheid, and militarism, and that lies to its customers and the public about its impact and values. There is nothing ethical, sustainable, or fun about SodaStream, and there are plenty of alternatives that do not harm Palestinians or violate their rights. By boycotting SodaStream, you are joining a global movement of people who are committed to justice, freedom, and equality for all. You are sending a clear message to SodaStream and other complicit companies that they cannot get away with their crimes, and that they will face consequences for their actions. You are also showing solidarity with the Palestinian people, who are resisting Israel’s oppression and striving for their liberation. Boycott SodaStream—let your voice be heard and your actions count.