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For proponents of the Boycott, Divestment, Sanctions movement, SodaStream would appear to be a straightforward target.
More than 400 American Jewish clergy asked Israeli Prime Minister Benjamin Netanyahu not to go ahead with new construction in a corridor connecting eastern Jerusalem to the West Bank settlement of Ma'ale Adumim.
SodaStream's purchase of a Super Bowl commercial has the BDS movement in the U.S. saying it will step up its campaign against the Israeli firm.
From the terrace of the mall in Maale Adumim, a West Bank settlement eight miles from Jerusalem that serves as a bedroom community for Israel’s capital city, customers get a panoramic view of the Judean Desert to the east.