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Starbucks, not so evil. April 5, 2007

Posted by Jordi in allances, brand.

They are on list of best 500 employers…

They deal with fair trade coffee.

Global Exchange has had some success.

In 2000, a campaign by thousands of activists across the country pressured Starbucks to carry Fair Trade coffee in all their cafes. See press release and detailed history for more information. As a result, on October 4 Starbucks introduced whole bean Fair Trade Certified coffee at over 2,300 stores, which brought the number of Fair Trade outlets to almost 5,000 nationwide (it’s currently over 7,500).



1. Charley S - April 5, 2007

Well then clearly Starbucks is not doing a good job at PR if I can find articles on them trying to improve their public image. Starbuck’s image is declining just because they are a huge corporation in a niche that has traditionally been occupied by small business owners who like indie rock and listen to soft jazz music. Plus, it doesn’t sound from this quote that Starbucks did this without outside pressure and just out of the goodness of their own hearts.

2. Jordi - April 5, 2007

I hear you. Their PR may be suffering.

At same time, if we look back 5-10 years, they _were_ the little guy with a cool product and a reputation for progressive employee relations(stock ownership, health care! for lower wage workers). Embracing an outside group and being proactive is more positive than the kind of strong arm tactics many companies use.

Starbucks- gaining market, loosing image. Do I sense a paper here?

3. silviamocanu07 - April 10, 2007

I have also read a few articles on Starbucks recently and it seems that their brand value is decreasing. This mainly because they have opened too many store outlets, as well as because purchases of coffee for at home use have increased sharpingly. Starbucks executives are concerned that the experience that they provide to customers, which is stressed through their mission statement and is embodied in their entire approach to selling coffee, is losing value due to the factors that I referred to above.

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