E cological Footprints of Starbucks Coffee Company
T able of Contents 1. 2. Introduction Company Analysis 2.1 Foundation and Development 2.2 Internationalization 2.3 Products and Services 2.4 Recognition and Awards 3. Ethical Sourcing 3.1 C.A.F.E. Practices 3.2 Coffee Purchasing 3.3 Farmer Support 3.4 Forest Carbon Programs 4. Green Store Design 4.1 Energy Conservation 4.2 Renewable Energy 4.3 Water Conservation 4.4 LEED® certification and Green Building 5. Recycling 5.1 Reusable Cups 5.2 Store Recycling 6. Corporate Social Responsibility 6.1 Community Initiatives 6.2 Youth Action Grants 7. 8. 9. Conclusion Appendix Bibliography .. ... . .. 3 4 4 4 4 5 6 6 6 ... 7 .. 7 .. 8 8 . 8 9 9 10 10 10 12 12 12 14 15 16
1. Introduction Nowadays, sustainability is an increasing essential and important business factor for companies all around the world. Designing, producing, shipping, selling products are threatening our environment, workers and inhabitants. This is particularly true for the food and beverage industry. Some companies do not know how their raw materials are produced and how the processing influences the environment negatively. They do not mind about using chemical products that destroy the nature or exploiting workers. Thankfully, more and more companies are aware of this kind of situation and try to change. This is especially the case for companies producing and retailing beverages. Coffee beans and tea leafs are mostly produced in Asia, Africa and Latina America. It is difficult for companies which want to be eco-friendly to be sure that important exploitations respect their workers and the environment. That raises some questions: Do coffee companies can manage to know where their raw materials come from? Is it possible to reduce their impact on the environment on a fair and honest base? To answer these questions our group decided to study the biggest coffee brand of the world:
Starbucks Coffee Company.
evaluated and commented.
present and future eco-friendly operations are analyzed,
Starbucks is known as an organic retail store offering a range of coffee, tea and other products. Since a couple of years, Starbucks has cooperated and supported its farmers in a way which does not only benefit the company itself, but also helps farmers and their communities to develop and receive basic services like education or clear water provision. The coffee company has developed its own sustainability report in 2008 and consistently went for improvement since then. Its detailed report shows its current status and its future goals with exact strategies how to reach them. Based on its experiences, partnerships and commitments, Starbucks was able to create a global network by serving ethical sourced coffee and supporting its communities. Nevertheless, global crisis and the increasing struggle to satisfy basic needs on the on hand but operate a business on the other hand, changed Starbucks perspective on the world and its strategic tools. The company had to find an honest and sustainable way to protect the environment and be responsible for the society in the long run.
2. Company A nalysis 2.1 Foundation and Development The story begun in 1971 and offered some of 40 years ago. The first Starbucks Coffee opened in -roasted whole bean coffees. In 1982, Howard
Schultz, the current chairman, joined the company as the director of retail operations and marketing. In 1983, he travelled in Italy and was impressed by the coffee bar popularity in Milan. Back to USA he wanted to develop the same coffee culture in Seattle. For him, you can create connection between people with a tasty coffee. Starbucks one person, one cup, and one neighbourhood at a (Our Starbucks Mission Statement, 2012).
The company continued to grow and in 1987, II Giornal acquired Starbucks and became Starbucks
Corporation. The same year, stores opened in Chicago and Vancouver, Canada. This step...