By Micah HalpernSaturday February 15, 2014
I've Been Thinking:
The recent controversy about SodaStream, the one that centered on the Super Bowl ad with Scarlett Johansson, has led to some very interesting debates.
SodaStream is manufactured outside Jerusalem over the now famous pre 1967 border known as the Green Line. The factory employs hundreds of people including many Palestinians who live over the Green Line. These Palestinians earn more than the Israeli minimum wage - which is more than three times the minimum wage in the Palestinian Authority.
The great selling point for SodaStream is not sexy Scarlett Johansson. The selling point is that when you use SodaStream you save plastic. SodaStream is "green" and great from the environment.
Detractors, however, claim that SodaStream is not about green issues or about the eco system and making less waste. They say "it is not about bubbles it is about blood." They argue that it is about Israelis spilling the blood of Palestinians in the form of their occupation.
This is a very emotional issue. It is charged with accusations and counter accusations. I do not foresee a simple resolution to this issue and I do not see any resolution in the near future.
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