'We discovered peace by mistake,' says SodaStream CEO Daniel Birnbaum
After all, he claimed that a stodgy, century-old soda maker could compete with Coca-Cola. But Birnbaum increased the company’s revenue nearly sixfold, to $613 million, by the middle of last year, then sold the company to Pepsico for $3.2 billion.Now the 57-year-old son of a Holocaust survivor has an even more audacious plan than competing with Coke: making peace, with bubbles on the side. “I decided I do want to be the UN,” he says.
“It is very hard to change the world,” says Shurouq Elkrenawi, a 24-year-old Bedouin woman who manages a staff of nine people, including men older than her. “But we are telling the whole world to come and look at the world we have here.” to bring together Jews and Arabs, SodaStream’s factory, with a workforce of 2,100 is, perhaps, the largest and highest-profile.
“Unless business is actually going to get involved as part of the solution, they end up being bystanders,” says Ian Shapiro, a Yale political science and management professor who has
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