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SodaStream Boss Admits West Bank Plant Is 'a Pain'

By Nathan Jeffay

Posted on 01/29/14 | News Source Forward |

If he could turn back the clock, SodaStream CEO Daniel Birnbaum would “never” have established a production plant on an Israeli Jewish settlement in the occupied West Bank. In fact, he said, its location has turned out to be “a pain.”

“We’re here because we’re here — for historical reasons,” Birnbaum told the Forward in an exclusive interview Tuesday, when asked about the public row that has erupted over the controversial location of his company’s main facility.

The decision to locate SodaStream’s now contentious plant in this industrial park within the boundaries of the West Bank settlement Ma’ale Adumim, about 10 minutes outside of Jerusalem, did in fact predate Birnbaum’s arrival. It was a choice made by company founder Peter Weissburgh, back in the 1990’s, long before SodaStream was taken over by the Fortismo Capital Fund, it current owners, who appointed Birnbaum to head the firm in 2007.

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Read More: Forward

Photo Caption: The decision to locate SodaStream


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