SodaStream Wants You to Hug a Tree, Drink a Soda
Mar 22nd 2012 9:47AM
Updated Mar 22nd 2012 1:02PM
SodaStream (NAS: SODA) wants to tree you right.
The company behind the popular home-based soda makers is teaming with agroforestry resource center Trees for the Future to launch Replant Our Planet. In a fizzy nutshell, SodaStream will plant 10 trees in Brazil for every purchase of its limited edition Rethink Your Soda line of home beverage carbonation systems.
It doesn't matter where you stand on SodaStream's ongoing commitment to help combat carbon emissions and deforestation. It's a smart move on the Israeli company's part because it plays up the system's eco-friendly benefits.
Most people don't see SodaStream as a "green" play, and that's because the message isn't there to bludgeon shoppers -- unless it's the message that they want to hear.
After all, a visit to the SodaStream website has a running gauge of how many bottles have been saved over the years. The count is up to nearly 1.7 billion for those scoring at home.
SodaStream boasts that a single carbonator makes the soda equivalent of 170 to 310 aluminum cans. We're not just talking about the packaging waste from cans and bottles that environmentalists can shove into recycling bins for the sake of a clear conscience. There's also the pollution caused by transporting the canned and bottled beverages in the first place.
SodaStream plays up its "active green" status, meaning that owners are reducing their carbon footprint whenever they use the system.
There are plenty of companies out there playing up the eco angle.
- Starbucks (NAS: SBUX) encourages java sippers to bring in their own tumblers to save $0.10 and save a paper cup, but even some of its stores don't have access to commercial recycling services.
- Whole Foods Market (NAS: WFM) became the first major retailer to offset 100% of its energy use through wind energy credits, but what can it do about the fleet of patron cars in its parking lot?
- Chipotle Mexican Grill's (NYS: CMG) "food with integrity" mantra also reaches out with the environmental message of locally sourced organic and family-farmed ingredients, but it can't control what burrito lovers do with their take-out order packaging.
In that sense, SodaStream may be the one of the most unexpectedly eco-friendly companies out there because its product inherently combats the waste and commutes that the environmentally conscious bigwigs can't ultimately address.
What if you're an investor who doesn't care about green missions? Well, here's where SodaStream wins both sides over through its impressive growth. Revenue and adjusted earnings climbed 32% and 21%, respectively, in its latest quarter.
If that's the green that matters the most to you, SodaStream's got it, too.
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At the time this article was published The Motley Fool owns shares of Chipotle Mexican Grill, Starbucks, and Whole Foods Market. Motley Fool newsletter services have recommended buying shares of Whole Foods Market, Chipotle Mexican Grill, Starbucks, and SodaStream International. Motley Fool newsletter services have also recommended writing covered calls on Starbucks and creating a bear put spread position in Chipotle Mexican Grill. The Motley Fool has a disclosure policy. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. Try any of our Foolish newsletter services free for 30 days.
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