Why I’m Boycotting SodaStream

Israel’s settlement juggernaut continues at full speed, creating apartheid conditions on the occupied West Bank while making a mockery of any hope of a two state solution. Since no nation or institution seems willing to hold Israel accountable, it seems to me the least any concerned citizen can do is to refuse to patronize companies that directly profit from this brutal and unjust occupation.

At the moment, Exhibit A is SodaStream – a company that produces home carbonating devices. Promoting its product as eco-friendly, SodaStream is sold in 39 countries in 35,000 stores worldwide, including Macy’s, Bed Bath and Beyond, Bloomingdale’s, Sears, and Kmart.

It is also manufactured in the Israeli settlement of Mishor Adumim.

A bit of history: Mishor Adumim is the industrial park section of Ma’aleh Adumim, the largest settlement in the West Bank.  The land for both of these settlements originally belonged to the Palestinian towns of Abu Dis, Azarya, Atur, Issauya, Han El Akhmar, Anata and Nebbi Mussa, but was expropriated by Israel in the 1970s.  Today, Ma’aleh and Mishor Adumim are a key part of the Israeli government’s plan to create Jewish facts on the ground around Arab East Jerusalem.

The SodaStream boycott is a particularly instructive action since the company actively promotes itself as an environmentally concerned enterprise. This is a tactic known as “greenwashing” – a cynical attempt to hide behind liberal environmental values in order to divert attention away from egregious violations of human rights. On this subject, I was profoundly saddened to read a post today by Rabbi Jason Miller, who sang the environmental praises of SodaStream and encouraged folks support Israel (and celebrate the Jewish festival of Tu B’shvat) by buying their product.

And what about the fact that the company says its product is “Made in Israel”, yet is based in the West Bank? By way of answer, Rabbi Miller approvingly quoted the company CEO Daniel Birnbaum, who he claims is “a strong proponent of human rights”:

(Birnbaum) said that thanks to SodaStream thousands of local Palestinians in Mishor Adumim have good paying jobs. Those workers, he explains, would not be able to support their families without their jobs in SodaStream’s manufacturing plant.

Wow. My jaw nearly hit the floor when I read that one. I’m not sure that resorting to a colonial “white man’s burden” argument is the surest way to defend entrepreneurial activity in occupied territory.

It’s also patently untrue. I strongly recommend this report by “Who Profits” for an important and in-depth expose of SodaStream, including the manner in which it exploits Palestinian laborers who come from the villages surrounding Mishor Adumim.

Jordan Ash, writing in the Twin Cities Daily Planet has also recently addressed this issue:

As with the Maquiladoras along the U.S.-Mexican border, the high unemployment rate means that many Palestinians are forced to try to earn a living through jobs in the settlements, despite the low pay and harsh working conditions.

Palestinian workers in the settlements do not enjoy the full protection of Israeli labor laws.   They must get special permits and security clearance just to be able to enter these factories.   Involvement in a labor dispute constitutes a security risk and can result in the loss of not only a worker’s current job but their ability to work in settlements in the future.   Thus, many Palestinian workers do not demand their legal employment rights due to fear of losing their work permit.

At the SodaStream factory, when workers protested that they were being paid less than half of the minimum wage and were forced to work 12 hour days, they were fired. On another occasion, when workers who were fired and were still owed a month’s wages went to the factory to request their pay, SodaStream had them removed from the factory and banned from the entire industrial park.

As with all business in the illegal settlements, SodaStream pays taxes to Israel, not to the Palestinian Authority.  The municipal taxes that SodaStream pays are used exclusively to support the growth and development of the settlement through things such as roads, education, and sewage treatment.

While I certainly don’t have any illusions that this boycott will bring the Israeli economy to their knees, I do believe it provides us with the means to take a public moral stand against the injustices Israel is committing in the occupied West Bank – and to stand in solidarity with those whose lives are impacted by this oppression.

It is a particularly timely action since the company has spent $3.8 million on a 30-second spot during next month’s Super Bowl. Apparently the commercial advocates “setting the bubbles free”. Those concerned with human rights should know that freedom for real, living breathing human beings is what is truly at stake here.