Occupation profiteer SodaStream has attracted much attention lately over its hiring of Scarlett Johansson as a spokesmodel.
The Hollywood actress resigned from her human rights ambassadorship at Oxfam in order to continue to represent the company.
While the massive boycott campaign and controversy between Oxfam, Johansson and SodaStream forced international media to focus on the company’s plant in the Israeli settlement of Mishor Adumim in the occupied West Bank, the manufacturer of the fizzy drink machines says it is moving forward with plans to open a new factory inside present-day Israel.
Like the original factory, this plant will also profit from Israel’s discriminatory policies toward its non-Jewish citizens.
SodaStream has presented its decision to locate the new plant beside Rahat, a planned Palestinian Bedouin township in the Naqab (Negev) desert, as a positive step in an area with high unemployment. In reality, the industrialization of the area is part of a strategy dating back to at least 1963, when Israeli general Moshe Dayan outlined his plan for the Bedouins.
“We should transform the Bedouin into an urban proletariat,” Dayan said. “This will be a radical move, which means that the Bedouin will not live on his land with his herds, but would become an urban person who comes home in the afternoon and puts his slippers on.”
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