How an Israeli firm rose from rock bottom

SodaStream CEO Daniel Birnbaum flying "peace kites" with Jewish and Muslim children outside the company factory near Rahat, Israel, last year.
SodaStream CEO Daniel Birnbaum flying "peace kites" with Jewish and Muslim children outside the company factory near Rahat, Israel, last year.PHOTO: EPA-EFE

SodaStream was portrayed as an oppressor and almost went bust - till a change of policy and image

An Israeli firm that faced bankruptcy after coming under attack from a pro-Palestinian movement has turned the tide, thanks to a progressive human resources policy that could hold lessons for other firms operating in the region.

SodaStream's phoenix-like revival began after it hit rock bottom just over three years ago when the maker of water sprinklers seemed certain to go belly up.

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A version of this article appeared in the print edition of The Straits Times on June 08, 2019, with the headline 'How an Israeli firm rose from rock bottom'. Print Edition | Subscribe