Daniel Birnbaum, CEO of SodaStream, the Israeli maker of home carbonated beverages, announced during an economic conference in Israel on Dec. 20 that the company is planning on establishing a manufacturing plant in the Gaza Strip. “We want the people of Gaza to have jobs, real jobs, because where there is prosperity, there can be peace,” Birnbaum said.

SodaStream has turned from being a simple carbonated water plant to a giant worth $3.2 billion. In the second quarter of 2018, the company’s profits jumped by 31% to reach $171 million, and its net income rose 82%. SodaStream has become one of the world’s leading soda producers, marketing its products in 41 countries, including the United States, Canada and Europe.

Many high-profile Israeli companies are active in the Palestinian market, especially in the West Bank because of the daily dealings and contacts between the two sides. But the Israeli talk about opening a plant in the Hamas-controlled Gaza Strip has raised eyebrows given the tension between the Islamic movement and Israel. This raises questions about the political implications of such an economic project.

A SodaStream official told Al-Monitor on condition of anonymity, “The opening of a plant in Gaza, whose date has not been set yet, constitutes a bridge of communication between Israelis and Palestinians. Having Palestinian and Jewish workers at our factory is part of the company’s culture. We are keen on diversity, so we give hope to people in the Gaza Strip. Our experience in the business model of Jewish-Arab cooperation is encouraging and that's why we want to bring this model of coexistence to Gaza.”