The vote had been precipitated by the Boycott, Divestment, and Sanctions, or BDS, movement, which seeks to use economic and political pressure to force Israel to withdraw from the West Bank. It was mostly symbolic: there were only a handful of Israeli products sold at the co-op, including tapenade, organic paprika, kosher marshmallows, and a sleek, home-carbonation machine called SodaStream. At the time, SodaStream was not a household name. Then in January the company, which is headquartered near Tel Aviv and has a factory in the West Bank settlement of Ma’ale Adumim, 10 minutes by car from Jerusalem, was catapulted into the national news after Fox canceled a SodaStream ad planned for the Super Bowl.
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