Mayim Bialik, new voice of SodaStream, lauds Israeli company’s ‘diversity’ - www.jewishaz.com: Arts & Features

Mayim Bialik, new voice of SodaStream, lauds Israeli company’s ‘diversity’

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Posted: Wednesday, July 19, 2017 8:06 am

Mayim Bialik, a star on the CBS hit sitcom “The Big Bang Theory,” launched a witty new video campaign last week for SodaStream, succeeding actress Scarlett Johansson as the official pitchwoman for the Israeli beverage carbonation company.

SodaStream’s former headquarters were located in Mishor Adumim, beyond Israel’s pre-1967 lines, making the company a high-profile target of the BDS movement. Before relocating its facilities to Israel’s Negev desert, SodaStream had employed 1,300 workers, including 500 Palestinians, who were given the same pay and benefits as their Jewish-Israeli colleagues. The relocation forced SodaStream to lay off most of its Palestinian workers. SodaStream currently employs 74 Palestinians, who were rehired in May after the renewal of their work permits.

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