Starbucks commits to Fairtrade coffee
September 3, 2009
Tens of thousands of small-scale coffee growers are set to benefit from a commitment by Starbucks to make all its espresso-based beverages from Fairtrade Certified coffee. A multi-year, multi-million pound advertising campaign will explain to customers that every cappuccino, mocha and latte they now drink will be Fairtrade Certified.
Starbucks will also emphasise the difference this makes to coffee farmers in countries such as Peru, Guatemala and Costa Rica where the coffee giant sources most of its ‘Starbucks Fairtrade Certified Espresso Roast’. Starbucks estimate that the move will now benefit farmers to the tune of £2.5 million per year.
The move by Starbucks will increase the amount of Fairtrade Certified coffee sold in the U.K. and Ireland by around 18 percent.
Managing director of Starbuck’s U.K. and Ireland Darcy Willson-Rymer explained that the company had always been committed to sourcing ethical coffee and that Starbucks have been working closely with Fairtrade for more than a decade. He points out that the relationship with Fairtrade is more than simply being able to put their stamp on a cup of coffee. Starbucks works with the coffee farmers throughout the process to ensure best practice, support and quality.
The new advertising campaign will be launched with the strapline: “We’ve always been crazy about coffee. Now we’re certified.”
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