CSR initiatives part 1 of 3: ethical sourcing

Starbucks has always been committed to their CSR initiatives. This post is the first of a three part series that will dissect each of their three CSR commitments and expose their communication strategies when dealing with each initiative.

“Shared Planet” started as a result of Starbucks’ growing desire to illustrate their commitment to CSR objectives and as a result of consumers’ wish for an improved commitment by Starbucks’ to their CSR practices. After several comments on My Starbucks Idea calling for recycling and improved social responsibility, Starbucks decided to introduce the new site, which speaks to their CSR initiatives. This commitment to doing business responsibly entails several SMART goals to keep Starbucks socially responsible.

The “Shared Planet” initiative offers Starbucks’ tactics and strategies for ethical sourcing, third-party verification results and their future efforts for continued CSR success. “Shared Planet” has its own section on their corporate website, www.starbucks.com/sharedplanet.com, where Starbucks explains their commitment to C.A.F.E practices (Coffee and Farmer Equity) and ethical sourcing. Starbucks executives constantly blog about their CSR initiatives and future objectives for the campaign and provide links back to the website. Here is one executive blog discussing “Shared Planet.” The website also offers data and reports on their involvement in their fair trade and ethical sourcing initiatives, which are effectively presented for the reader and easy to read.

Accessing “Shared Planet” information and overall effectiveness

I used three methods to learn everything about Starbucks’ “Shared Planet.” First, I went into a Starbucks’ retail store and analyzed in-store signage and brochures. Second, I spoke with a Starbucks partner about “Shared Planet.” Third, I went to the “Shared Planet” website and learned more about their on-going commitment to fair trade and ethical sourcing.

I) In-store signage, product labels and brochures

In a Starbucks store, I found few signs talking about Starbucks’ commitment to fair trade and ethical sourcing of their coffee beans. There was only one sign near the packages of coffee beans and thermos’ that read: “Starbucks is North America’s largest purchaser, roaster and distributor of Fair Trade Certified coffee beans.” But Starbucks’ CSR message was still communicated effectively because rather than signage, they opted to communicate their CSR initiatives through the labels on their coffee cups and on their packaged coffee beans. One cup says: “YOU. Bought 228 million pounds of responsibly grown, ethically traded coffee last year. Everything we do, you do. You stop for a coffee and just by doing that, you let Starbucks buy more coffee from farmers who are good to their workers, community and planet. It’s using our size for good and you make it all possible. Well done, you.” Other cups say: “YOU. Buy our coffee. And that lets Starbucks do business in ways that are good to each other and the planet. Everything we do, you do. Thanks, you.” Also, the packages of coffee all tell a story about the community where the beans come from and explains how Starbucks helps the farmers in these communities.

While in the store, it was apparent that Starbucks is committed to working with the coffee farmers they purchase their beans from. They look after these farmers and ensure that these communities, from which the coffee beans are grown, receive continuous moral and equitable financial support. These facts and realities were effectively communicated and easy for the consumer to understand. Even before speaking with a Starbucks partner, I had a solid understanding of what Starbucks stood for because the information on the cups and on the packaged coffee beans exposed much of their involvement and commitment to these foreign communities in the Asia-Pacific and South America regions.

The store also had brochures, for consumers to take, that talked about Starbucks’ commitment to Fair Trade and C.A.F.E practices. The brochure is entitled “Of Coffee and Community” and exposes Starbucks’ CSR practices from previous years. The brochure highlights the following: Starbucks purchased 228 million pounds of green (unroasted) coffee beans from C.A.F.E practices in 2007; Starbucks purchased 20 million pounds of Fair Trade Certified coffee beans in 2007; Starbucks is North America’s largest purchaser, roaster and distributor of Fair Trade Certified coffee beans; and a message from Starbucks president and CEO Howard Schultz that speaks to the importance of ethically purchased and fair traded coffee. The information in this brochure was easily accessed since the brochure was free to take. I didn’t have to ask a partner for this brochure as several copies were readily available at the condiment bar.

II) Speaking with a partner

As I stood by the counter, waiting for my tall lactose free Americano misto, I asked the barista to speak about Starbucks’ involvement in fair trade and ethical sourcing. The barista was relatively helpful and explained to me that Starbucks purchases the majority of their coffee through C.A.F.E practices and they are continuing to look for Fair Trade Certified coffee products. The barista also said that, a few times a year, several Starbucks executives travel to communities across the world to see how they grow their coffee, their working conditions and how they are being supported/treated by Starbucks. Finally, the barista directed me to www.starbuckss.com/sharedplanet to learn more about their involvement in these CSR initiatives. I found this information extremely informative as the barista was knowledgeable and helpful. It was easy to gain this information because all I had to do was ask a few questions.

III) Shared Planet on Starbucks’ website

The “Shared Planet” section of Starbucks’ website makes it easy for anyone to understand their CSR initiatives and future objectives. “Shared Planet” online has several sections that, when opened, give a comprehensive look at everything Starbucks stands for and is involved in. It is broken down into these categories: Our Responsibility, Ethical Sourcing, Fair Trade (C.A.F.E Practices), Shared Planet Principles, Performance and Progress, Verification and Transparency and Scorecard. This website gives a complete overview of Starbucks’ CSR initiatives and objectives. The information was extremely easy to access and was communicated effectively.

Most Effective Tactics

The two most effective tactics Starbucks uses to communicate their fair trade and ethical sourcing initiatives are found through their labelling on their cups and packaged coffee and through their website, www.starbucks.com/sharedplanet. The labelling is extremely effective because any customer who purchases a cup of coffee gets a quick understanding of Starbucks’ commitment to fair trade and ethical sourcing. The cups and packaged coffee also redirects customers, who want to learn more, to their “Shared Planet” website. The other extremely effective communication tactic Starbucks uses is their online website. The “Shared Planet” website talks about their commitment to ethical sourcing and fair trade, both through past successes and future objectives. Anyone looking for information on Starbucks’ CSR strategies can find everything they want on this easy to use online source.

Furthermore, in 2009, The Web Marketing Association awarded Starbucks “Best Environmental Website” for their “Shared Planet” website. These tactics also explain to the consumer how they are helping to facilitate the ethical sourcing of fairly traded coffee, making these tactics extremely effective.

Starbucks has done an excellent job at communicating their CSR mandate of ethical sourcing and Fair Trade Coffee Certified coffee purchasing. The cups and packaged coffee give an overview of “Shared Planet,” the baristas know enough about Starbucks’ CSR initiatives to answer questions and the “Shared Planet” website gives a comprehensive look at everything Starbucks does to help farmers and the communities from which their coffee beans are grown. Simply put, Starbucks effectively communicates their mandate of ethical sourcing and the importance of Fair Trade Certified coffee purchasing.

Stay tuned for the next installation in this three-part series on “Shared Planet.”