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March 23, 2011

Putting the ‘Pop’ back into soda pop

At the dawn of the 20th century, the British royals were privy to a spiffy new system for infusing drinking water with carbon dioxide bubbles. It would take 53 years for SodaStream to reach commoners, and another 42 until it was acquired by an Israeli distributor and transformed into an international DIY product called Soda Club.

The brand really started to sparkle when it was taken over in 2007 by an Israeli entrepreneur with a Harvard Business School degree, and today the home carbonation system is sold by 40,000 stores in 41 countries. CEO Daniel Birnbaum says that about 4 million households now have a SodaStream machine on the kitchen counter.

“We still have a long runway ahead of us,” Birnbaum said. “There are a lot more households out there.”

Jazzing up a blah brand

Birnbaum was perfectly happy at the helm of Nike Israel when fellow Harvard alum Yuval Cohen, managing director of Fortissimo Capital, asked him to check out a possible acquisition.

“When he told me it was Soda Club, I almost fell off my chair, because I thought the company was gone,” recalled Birnbaum, who had previously established Pillsbury Israel.

But after visiting the firm’s Airport City headquarters, he predicted that Soda Club was a sure investment. It had an existing sales base of close to $100 million in a product category that accounts for $230 billion in sales globally.

Making what he calls the quickest career decision of his life, Birnbaum left Nike and took on Soda Club, determined to push its envelope of potential. Because for all its modest success, the brand was as flat as week-old pop.

“It was losing money on operating expenses. The management had little passion or optimism, no growth strategy, no new product pipeline, no new market development. I asked about their plans for markets like Russia and the U.S., and they had no answers.”

Just four years later, having rebranded the system with its old name and a new logo, Birnbaum has added 24 countries to the marketing mix and even relaunched it in the United Kingdom with its original commercial jingle, “Get busy with the fizzy.”

In the United States, where Soda Club was strictly Web-based, SodaStream is now available in mega-retailers including Williams-Sonoma, Macy’s, Bloomingdale’s, Sears, Kohl’s and Bed, Bath & Beyond.

A native New Yorker living in Israel since he was 7, Birnbaum understands the American market well thanks to his education and a stint at Procter & Gamble.

In November last year, SodaStream’s initial public offering on NASDAQ turned out to be the eighth-largest Israeli IPO ever in the United States and Israel’s biggest IPO in 2010.

“When we rang the closing bell on our first day as a public company, the vice chairman of NASDAQ announced that we are an Israeli company, and I just glowed,” said Birnbaum, who lives in Tel Mond with his family.

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My Take on Pearl’s Departure

By now people have probably read that Bruce Pearl has been fired. Obviously, this was breaking news worthy as Pearl has been the most successful Jewish coach on any level over the last 5 years. Here is my take (I waited to post this to let things settle):

I truly have mixed feelings. Is it bad for the Jews to have one less coach? Yes. Was he successful? Of course. But he broke the rules. So I am less than thrilled with that and he probably got what he deserved. Do other coaches do the same thing? Yes. Do some do worse? I am sure. But many years ago Pearl built his name as a whistle blower on Illinois and Deon Thomas. I am clearly on the fence with my feelings about Pearl. I love him as a Jewish coach. I have heard he is a great guy. I am not so happy with his ethics or him calling out my Illini.

All that being said, he is a fantastic on the court coach. He will sit for a year, maybe two. But then he will be back in the saddle at a somewhat smaller school that is trying to play with the big boys or a school with a winning tradition that has struggled for a few years. So this isn’t the last we have seen of Pearl and hopefully he has learned his lesson. Play fair, it always pays off.

And Let Us Say…Amen.
-Jeremy Fine
For more check out www.TheGreatRabbino.com

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Groups clash over public discussion of Olive Tree Initiative

The Orange County chapter of the Zionist Organization of America (ZOA), after being denied a venue at two local synagogues, is claiming Jewish community leaders have sought to prevent ZOA from generating public discussion critical of a controversial student program. 

The events leading to the claim began in December 2010, when the Orange County ZOA, which was established in 2009, invited the Jewish Federation and Family Services of Orange County to present its perspective on the Olive Tree Initiative (OTI), an interfaith student initiative at the University of California, Irvine (UCI).  When ZOA officials were told that Jewish Federation CEO Shalom Elcott would be out of town on the date scheduled for the event, Orange County ZOA President Jesse Rosenblum invited Irvine Rabbi Dov Fischer, an outspoken critic of OTI, to address the group.

OTI was developed in 2007 by students concerned about longstanding tensions between Muslim and Jewish students at UCI in the hope of improving Muslim-Jewish relations by promoting informed dialogue on the Israeli-Palestinian conflict.

The Jewish Federation and Orange County Hillel have supported OTI programs since the group’s inception. Federation has also provided scholarship funds for Jewish students to participate in OTI trips to Israel and the West Bank through earmarked donations to its Rose Project, a privately funded initiative to promote Jewish life at UCI, according to Elcott.

OTI came under attack last fall when critics, led by Irvine resident Dee Sterling, alleged that it exposes students to Palestinian activists, in both Israel and the United States, who support efforts to boycott, divest and sanction Israel. The critics claimed students met with members of the International Solidarity Movement (ISM), a grass-roots group alleged by the Anti-Defamation League and others to have ties to terrorist organizations. Sterling and others, including ZOA National President Morton A. Klein, have called on the Orange County Federation and Hillel to disassociate from OTI. Sterling has also stated in past correspondence to Federation executives that she would encourage donors to withhold financial support for Federation and Hillel until those ties are severed.

OTI faculty adviser Paula Garb said that none of the three OTI trips to Israel have included ISM speakers.

“The ISM has not been represented at all, and speakers haven’t brought up ISM,” Garb said. “At the end of each day [of the trip], we have a formal discussion about what we all heard. I don’t remember an occasion when the group got a different message than what we thought was going on.”

On Jan. 10, ZOA rented a room at Congregation Shir Ha-Ma’alot in Irvine in order to launch a forum to explore the issues surrounding OTI, Rosenblum said. The program was scheduled to take place on Jan. 25.

“OTI became something that many of our members and the community started to talk about,” Rosenblum said. “Our chapter hasn’t taken a position one way or the other, but our members are certainly skeptical of it and are asking critical questions.”

Rosenblum said he notified area rabbis of the upcoming program with Fischer, only to be informed several days later that the synagogue was canceling the room reservation.

In a letter to Susan Tuchman, director of the ZOA’s Center for Law and Justice, which she provided to The Jewish Journal, Shir Ha-Ma’alot Rabbi Richard Steinberg cited a rabbinic protocol that a rabbi speaking at a synagogue not his own should do so only at the invitation of the host rabbi. He added that Fischer’s views on OTI were not consistent with his own or those of the synagogue’s lay leadership and that he wanted to avoid its appearance as such.

Rabbi Steinberg declined requests for further comment, stating that his letter had been intended as a private correspondence.

Rosenblum said the ZOA then booked a room at Temple Bat Yahm in Newport Beach. Two days later, the group was told its reservation had been canceled.

Rosenblum calls the matter an attempt to stifle criticism of OTI, and Fischer points the finger directly at the Jewish Federation. 

“The amazing thing is how there has been a clamp-down by The Federation to prevent any speech or dissent in the community against The Federation’s program. The idea that two different temples in the community, who have all kinds of speakers, canceled this program is profoundly shocking.”

Jewish Federation officials have denied involvement in the synagogue’s actions. 

“Federation doesn’t have control over what decisions the synagogues make regarding what programs they host,” Federation CEO Elcott said.

Rosenblum said that the community’s concern over OTI makes it incumbent upon The Federation to explain its position on the program and how decisions regarding its role at UCI are being made.

For now, the ZOA has decided to host programs about OTI outside of the Jewish community. Fischer’s talk was rescheduled for March 22, after press time for this issue of The Journal, at the Irvine Ranch Water District, a public facility where the subject should prove less controversial. 

“Right now, we have moved on,” Rosenblum said. “That isn’t to say that there can’t be dialogue in the future. We would look forward to an opening where all sides can be heard.”

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Women journalists to speak to changing Middle East

The protests sweeping the Middle East are driven by a second revolution — the empowerment of Arab women.

“The visibility of women as change mobilizers, political leaders and activists, followers and supporters, has never been as high as today,” Nadia Al-Sakkaf, editor-in-chief of the Yemen Times, the country’s pioneer English-language newspaper, wrote in an e-mail.

Al-Sakkaf, herself one of the women she describes, will speak March 31 at Leo Baeck Temple, together with another newswoman, Felice Friedson, president and CEO of The Media Line (TML), based in Jerusalem.

In Yemen, one of the icons of the youth protests is a woman, Tawakul Karman, who, with six other women, has been staging freedom protests weekly for the past three years, Al-Sakkaf reports.

In Tunisia, too, where the regional wave of protests started, women were also on the front lines from the beginning, but in Egypt, and even more so in conservative Libya, they have remained largely in the background.

But even in the two latter countries, women have provided protesters with food, blankets and emotional support. Some have been so creative as to bake bread and cookies inscribed with such phrases as “get out” and “game over.”

“In some isolated cases,” Al-Sakkaf writes, “women have poured hot water from their windows on security men, who were attacking the protesters.”

Al-Sakkaf worked her way up from reporter to top job on the Yemen Times and has broken major stories, such as the exploitation of child brides in her country.

She holds degrees in computer science and information systems management, perhaps not surprising in a society in which women are frequently better educated than men, said Friedson in a phone call from Israel.

The American-Jewish woman and her husband, Michael, founded TML in 2000 and now have a staff of 10 full-time and 12 part-time correspondents covering the Middle East.

In 2000, she established the Mideast Press Club to bring Israeli and Palestinian journalists together, and created quite a stir when she brought a group of Palestinian reporters to the Knesset, Israel’s parliament, for the first time.

The two newswomen will discuss the current democracy movement throughout the Middle East and the role of women, joined by Senior Rabbi Ken Chasen of Leo Baeck Temple.

The program will start at 7 p.m. There is no admission charge, but advance reservations are recommended; e-mail {encode=”rsvp@leobaecktemple.org” title=”rsvp@leobaecktemple.org”} or call (310) 476-2861.

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