Starbucks has received lot of negative publicity lately for not using fair trade coffee. According to consumer watchdog organicconsumers.org, only 3.7% of Starbucks coffee purchases annualy are Fair Trade Certified. This does not bode well for Starbucks suppliers who may hail from Costa Rica, Ethiopia or other developing countries etc. Of course, Starbucks contention is that requiring Fair Trade certification will make their coffee more expensive.
It appears that Starbucks’ new Ad campaign, “I am Starbucks” is aimed at deflecting this negative publicity and to promote a farmer-friendly image. Takers anyone?