SodaStream to Move Controversial West Bank Facility

“Johansson later defended the ad: “I’m coming into this as someone who sees that factory as a model for some sort of movement forward in a seemingly impossible situation,” she said.

TIME

SodaStream announced Wednesday that it will move a controversial facility located in an Israeli settlement in the West Bank. The company said that their reason for moving was “purely commercial,” and not due to pressure from Palestinian activists.

The Israeli company will relocate its operations from Maaleh Adumim in the West Bank to Lehavim, northern Israel by 2015. “We are offering all employees the opportunity to join us in Lehavim, and specifically, we are working with the Israeli government to secure work permits for our Palestinian employees,” SodaStream CEO Daniel Birnbaum said, according to the Associated Press.

Palestinian activists launched a boycott of the company because of its location in the West Bank, land that Israel has controversially laid claim to since 1967. Up until now, the company has maintained that shutting down its facility—which employed 500 Palestinians, 450 Israeli Arabs and 350 Israeli Jews—would not benefit the cause for…

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