Starbucks launches fair-trade espresso

by Gemma Charles, Marketing 16-Sep-08, 16:06

LONDON - Starbucks has launched a fair-trade coffee across Europe, Middle East and Africa to bolster its corporate social responsibility credentials.

The espresso comes from farmers and suppliers who follow the company's sourcing standards and guidelines for social, economic and environmental responsibility. The initiative is being run in partnership with the environmental non-profit organisation Conservation International.

The move is part of the coffee company's Shared Planet programme, which aims to commit the company to doing business responsibly.

Howard Schultz, chief executive officer and chairman, Starbucks Coffee Company said: 'Since our founding, we have worked to positively impact the lives of farmers and their communities. This espresso is an example of our commitment to doing business the right way. '

Comments

Swag Valance - 16/09/2008

Wow. Starbucks is really on top of the trends. 18 years after the introduction of Fair Trade coffee, they're now promoting Fair Trade espresso. Oh, and this just in, Starbucks: Margaret Thatcher is no longer PM.

Barbara Crowther - 17/09/2008

This 'fair trade' story would be good news if it were true. Starbucks' own website promoting its 'Shared Planet' programme does not use the term 'fair trade' at all - and perhaps Brand Republic could reflect that in its coverage. Whilst it is certainly good news that Starbucks continues to scale up its sustainability work, it would be even more welcome, and more easily understood by consumers, if they were to partner with a recognised third-party certification, providing reassurance that this is not just the company's own claim, but verified through internationally transparent standards for fair and ethical trading. Those who want a Fair Trade Starbucks espresso are still waiting, and hoping...