SodaStream announced that they will be adding the following image to their labels - an Israeli flag with a notice about the production line made up of Arabs and Israelis working side by side:
They say they take pride in this and are not afraid of any potential backlash by clearly labeling it as being made in Israel. The CEO also added that he wishes every company would label their products with an Israeli flag, show pride in Israeli manufacturing and values and be an ambassador for Israel to the world.
I love the label, and I agree with the sentiment expressed by the CEO. My only concern is not that SodaStream might suffer by clearly labeling themselves as Israeli but that such a label - not the flag, but the text they included, might cause consumers around the world to look extra carefully at other labels and products without something similar might get boycotted. They might very well start an alternate boycott with this message, that many others might suffer from.
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