Tu Bishvat, a Super Bowl Ad and Israel’s Soda Water Company

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This Shabbat is one of the four Jewish New Years set forth in the Mishna. Tu Bishvat, or Jewish Arbor Day, occurs on the fifteenth day of the Hebrew month of Sh’vat. In addition to being a birthday for trees, the holiday is deeply connected to the agricultural cycle of the Land of Israel and in modern days has become a day for celebrating the environment and reminding us of our responsibility as good stewards of the land.

At the core of this ethic for environmental stewardship is the concept of bal tashchit – the ban on wonton destruction of the earth’s resources. This environmental principle, which includes waste reduction, should be a focus on the holiday of Tu Bishvat.

This value was articulated in a presentation I heard last month while I was visiting Israel. Together with a dozen of my rabbinic colleagues, we toured the headquarters of SodaStream, the makers of consumer home carbonated water products. Daniel Birnbaum, the CEO of publicly traded SodaStream, explained to our group the positive environmental impact of his products. ”This is the new way to do soda. We’re revolutionizing it with a smarter way to enjoy soft drinks.”

Read More: @ blog.rabbijason.com

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Posted by on Friday, January 25th, 2013. Filed under Jewish Blogs. You can follow any responses to this entry through the RSS 2.0. You can skip to the end and leave a response. Pinging is currently not allowed.