Watch the 25 minute long propaganda-laced video, complete with a cameo protrait of a Palestinian touting the two state solution repeatedly, (in case we did not hear her the first time).  Sharp camera focus zooms into a crystal clear glass of water, being consumed, since water is so plentiful, there is no water theft to mention.  But the interview with Birnbaum, the CEO of SodaStream (a company deeply committed to profitablity at the expense of justice for Palestinians), is the main focus of the short documentary. Birnbaum is given ample time to express the many reasons why, in his view, the BDS movement as actually being anti-Palestinian.  

For the Al Jazeera cameras, the SodaStream employees appear to be feasting on a gratis lunch break, this is only trumped by them dancing for the cameras to arab music with the CEO!  Birnbaum appears below in the light blue shirt, dancing in desperation to save his illegal corporation.  

The Al Jazeera English piece is good for one thing:  It confirms that BDS is so effective, and so "feared" that it has to be tackled by the elite media.  Suffice it to say, BDS really IS a people's movement.  No major media outlet is expected to support it.  BDS however, will only be strengthened by these attacks.  SodaStream was the subject of extensive research, which concluded that:

SodaStream devices are made in an illegal industrial zone called Mishor Edomim, on a 29 square mile area between Jerusalem and Jericho, expropriated from its original Palestinian owners. The SodaStream factory employs Palestinian workers under the discriminatory and exploitative conditions of the occupation. SodaStream’s own reports to the U.S. Security Exchange Commission discuss the relative weight of international consumer boycotts and negative publicity against the economic benefits of manufacturing in a settlement industrial zone.   

On February 25th, 2010, In a ruling against SodaStream’s distributor in Germany, Brita, the European Court of Justice stated that settlement products are not “Made in Israel”, and therefore they cannot benefit from the trade agreements with the State of Israel.  Ahava’s fraudulent labeling is currently under investigation in the U.K. and in The Netherlands. 

The “Made in Israel” label is not just a customs fraud; it is misleading to customers. Your customers are misled to think that SodaStream is an environmentally-friendly product, but they don’t know the truth about the destruction of life, land and peace brought upon by the Mishor Edomim settlement industrial zone, which was intentionally designed to cut the occupied West Bank in two, destroying all hope for a contiguous future Palestinian state.