Starbucks says it is going to source most of its coffee in UK (as well as the rest of Europe, Middle East and Africa) "ethically" under its Shared Planet scheme. While the company won't say how much of its coffee will be affected for commercial reasons, it will be the "vast majority" of its range because espresso is the coffee in cappuccino and lattes.
What does this mean? Shared Planet coffee is supposed to be "responsibly grown" - where farmers are encouraged to use less pesticide preserve biodiversity - and "ethically sourced", where attention is paid to enforcing labour laws and ensuring access to medical care for workers. And Starbucks says it will help farmers to grow higher-quality and therefore more profitable beans.
All this is commendable. But Shared Planet is not the same as Fairtrade, which guarantees a price above the market rate as well as an extra payment in the form of a social premium to fund community projects.
With profits falling, Starbucks no doubt hopes its ethical revamp will boost the brand. "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," says chairman Howard Schultz.
Starbucks does sell Fairtrade coffee and - with 6 per cent of its coffee sales - it is one of the largest Fairtrade coffee buyers. Aiming to go 100 per cent Fairtrade by, say, 2012, would have been a stunning sales tactic. And a more useful one.
Yeah, been wondering about this. What's wrong with Fairtrade that they can't support it? And who is holding them accountable? Going to need a little investigation before I'm lured back in.
And besides, the logo says 'Shared Planet(tm)', which is surely an oxymoron. Never trust an ethical initiative that's been trademarked.
Posted by: Jeremy | Wednesday, 17 September 2008 at 04:31 PM
Trademarks, eh? The proper Fairtrade logo *is* trademarked as far as I know, because otherwise you can't stop unscrupulous bamsticks like Starbucks from using it.
You get a license to use the TM *if* you meet the criteria. This is why you see lots of pretend-ethical certification schemes with weak criteria.
Which is why I'd take issue with calling it "Fairtrade-lite" because then you're playing into their game of associating themselves with Fairtrade without actually trading fairly. If a big brand did it, they'd be accused of "passing off".
Posted by: milgram | Wednesday, 17 September 2008 at 05:34 PM
Ahh yes!
Once again, a coffee company deciding that they have to set themselves apart somehow. Starbucks is doing the same thing that Intelligentsia and Counter Culture are doing by coming up with their guidelines and criteria and then saying "Hey, look, it's our certification and it's verified by a third-party!" Gee, how hard can that be....where's the transparency??
I want to see the bill of lading to see how much they're paying out. I want to hear it from the farmers.
And will someone from Starbucks PLEASE explain once and for all why they carrying any Fair Trade at all at this point? They still sell and brew upon request Cafe Estima which they continue to hold in such a high regard.
Also, let's make sure we stop mistaking FairTrade Certified (from TransFair USA....who is having all of these discussions with the big dogs behind closed doors....no transparency!) with Fair Trade worldwide...
More talk, more crap. If you want to support a real movement, seek out your local 100% Fair Trade coffee roaster...here's a beginning:
- http://coopcoffees.com/who
- http://coffeepath.org/
Posted by: Jonathan | Wednesday, 17 September 2008 at 08:33 PM
I think you're being a bit harsh on Starbucks: get a buzz from Starbucks.
Starbucks.!!
Starbucks in Thailand!!!
I love Starbucks. I really love Starbucks. Starbucks – I love you.
Respect to Matt and the guys and gals in Canterbury Sainsburys Starbucks. But also whenever I go to Asia, I head for a Starbucks.
I know. I know. Cultural imperialism. Americana. Is the coffee totally ethical. They’ve started their new “Shared Planet” programme to improve their ethical credentials so I’m with them. There’s Fairtrade coffee bags on sale but not all of them. I know. Coffee is an ethically tricky commodity as detailed in films like Black Gold.
But I think Starbucks are not just great on the beverage front or have nicer décor than my house but are an economic force for good.
Example: I once met a Vietnamese guy who told me how with the US trade sanctions in the 1980’s made a living by smuggling coffee beans from the plantations in the mountains around Dalat into Saigon.
Three days walking in the jungle, with coffee in his underpants, shaking with malaria.
The days before globalisation, democracy and free markets.
And I promise you. If I had a dollar for every time a client winced and said “you’re a green and ethical agency but you’re drinking Starbucks!?” I’d be able to buy my own Starbucks.
But I love it, love it, love it. It’s good globalisation.
Everything about it. No wait - I’ve just seen “careful this beverage is hot”. Legal drivel again.
That aside, I love it.
I don’t what they pay in Starbucks or if there’s some kind of brainwashing thing. But all the staff are just the nicest people. In every branch. All round the world.
Respect to the lads and lasses at the Cathedral branch. And the High St branch too.
See I love it. I go to every branch in Canterbury.
£3.10 a cup. I love it.
But in Thailand it’s the same in a way that most companies never manage to achieve. Superb, friendly service. Fantastic product knowledge. And a buzz that’s not just the caffeine.
If ever there’s the perfect business model off adding value to a commodity product and providing branding, training and added value through service.
Starbucks is it.
The “Big Mac” economic and democracy model has now been swamped by Starbucks – in any growth city you’re never more than a few metres away from Starbucks.
I went to Maidstone and had a coffee in a Starburger. It was nice - but it’s not the same.
And don’t get me started on the add-ons at Starbucks. Or branded value-added merchandise if you like.
How cool is it have an in-store magazine about coffee. I never gave a damn about coffee but now I’m reading about it and surfing the net.
And a swipecard - a payment card to load up cash to pay for your cup of Grande Soya Mocha. No cream. To go. And whatever you’re having.
Starbucks managed to create a micro-payment system in a year that took London Underground 10 years. Can you get a Starbucks on the Underground?
You can even collect the swipecards with different designs on Ebay. No. Stop. There goes the day.
One thing though. We recycle all our rubbish at the office. But what do you do with the Starbucks cups and sleeves. Ideas please. Plant pots?
So now I’ve even Facebooked Starbucks Thailand.
If I could get the T-shirt I would.
Tim Garbutt is the Founder of Sincerity Agency (www.sincerityagency.com) the leading green and ethical marketing agency in Canterbury. He never shuts up about Starbucks.
Posted by: tim garbutt | Tuesday, 23 September 2008 at 01:19 PM