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분야
pptMission Statement
Corporate Social Responsibility
The Coffee Industry and Starbucks Procurement
2. Conservation International
Conservation International
3. Shade-Grown Coffee: The Chiapas Project
The Chiapas Project
Finding common ground
Operations, Progress, & Challenges
4. Beyond Chiapas: Starbucks’ New Coffee-Purchasing Guidelines
5. Dealing with the Fair Trade Movement & Looking Forward
Provide a great working environment and treat each other with dignity and respect
Embrace diversity as an essential component in the way we do business
Apply the highest standards of excellence to the purchasing, roasting, and fresh delivery of our coffee
Develop enthusiastically satisfied customers all of the time
Contribute positively to our communities and our environment
Recognize that profitability is essential to our future success
Since 1991, Starbucks had contributed $1.8million to the international relief and dev. nonprofit CARE to support its community dev. projects such as promoting literacy and clean water supplies in coffee-origin countries.
In 1999, a Corporate Social Responsibility (CSR) department was formed with 5 areas of focus:
Business practices
Environmental issues
Community affairs
Corporate giving
Starbucks foundation
In 2001, Starbucks had donated $7.3million in cash and kind
Production
Situation
- Brazil : Largest producer
- Vietnam : 2nd largest country
=> These low costs production countries had depressed the coffee market prices to their lowest in 30 years
Structure
- Most of coffee producers were small, family-owned farms
- In some producing countries large-scale coffee plantations were the norm
Type of coffee
- Arabica: 2/3 portion, milder and smoother coffee, European and North American preferred. Produced by Brazil, Colombia and Central America(Starbucks purchased only Arabica)
- Robusta: 1/3 portion, Lower altitude, more tolerant to climatic variations and disease, matured more quickly, bitter-tasting bean with a higher caffeine content. Lower price than Arabica
