Sodastream reported lackluster earnings and announced it would move its operations from the controversial Mishor Adumim factory, as reported by the Wall Street Journal. Sodastream has been the focus of attention by BDS pro-Palestinian protesters, who have demanded it no longer operate from what it considers “occupied” territories. Never mind that moving the factory will mean that many Palestinians will lose their jobs, but CEO Daniel Birnbaum seems to be feeling the heat.
In a telephone interview, Birnbaum said Sodastream will transfer its operations to the Lehavim factory in Southern Israel. In addition, SodaStream management said it would focus on more health-oriented products, like sparkling water. Its quarter was disappointing, with a 13% fall in revenue.
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