starbucks challenge update 2

Recap: the Starbucks Challenge asked coffee drinkers to request Fair Trade coffee; the company's policy is to brew a cup, in a french press, on request if it is not being brewed that day (it used to be brewed on the 20th of each month, now their Cafe Estima Fair Trade blend will be featured as a "coffee of the week" every two months).

Not all Starbucks were complying, but the company took steps to correct the situation.  Cafe Estima was also the coffee of the week just after the challenge began, putting the Challenge on a short hiatus.

I took the Starbucks Challenge in Allen Park, MI.  My results were...confusing.

I asked for a cup of Fair Trade, and was told it was not being brewed, but I was offered a french pressed cup without asking.  They said it'd take 10 minutes.  Nine minutes later, the barista asked me to confirm I wanted a tall, and I watched them pull me a cup of coffee from their regular machine. Not a french press.  (BTW, it was actually the best coffee I've had at Starbucks.)

I consulted a friend of mine who is a barista at this store.  He explained,

I'm no Columbo, but I know what happened.  What you drank was Shade Grown Mexico, which is fair trade, organic, and Coffee of the Week.  You were greeted by a barista that did not know that it was Fair Trade so they did what they were taught -- offer to brew a french press of Fair Trade in the back.  After looking for some Fair Trade of any kind, I'll be they looked at the message board in back that has big lettering advertising the coffee as such. I am disappointed that they weren't honest enough to tell you that you were waiting in vain until they realized we were already brewing it!

On the Starbucks web site, the Organic Shade Grown Mexico is not listed as certified Fair Trade; perhaps that's the source of the problem.  My guess is that it isn't Fair Trade certified, but from what I have read about the company's arrangement with Conservation International they pay a premium for this coffee and I would imagine farmer's receive the Fair Trade minimum or more.

Well and good.  But it feels like they are struggling to educating the baristas, and they are surely  missing the boat promoting socially responsible coffee to their customers. I looked through all the bags of beans in the store.  None of their old Fair Trade blend, no Cafe Estima.  Cafe Estima was listed on their sign board for bulk coffees, but it did not mention that it was Fair Trade.  On the web site, I found a Fair Trade blend, but no Cafe Estima, even when I searched for it.  I did find it when I searched their online store.

Why keep pursuing this?  As U.S. Starbucks Challenge leader green LA girl explains:

The fact is, when Starbucks makes changes, those changes have HUGE impacts. Yes, fair trade beans only make up 1% of Starbucks' purchases. But that 1% is about a quarter of ALL fair trade beans that come into the US.

Getting Starbucks to up their fair trade purchases to 2%, or even to the TransFair recommended 5% minimum, would drastically change the fair trade landscape.

That's what I'm talking about, people.  Consumer demand CAN make a difference.   

And check this: The Golden Arches will be serving only Fair Trade coffee in over 600 stores in the northeast.

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Comments

[green LA girl]

Cool -- They brewed it for you! Which means a whole pound of fair trade coffee was brewed! :)

[green LA girl]

Oh wait -- maybe it was the shade grown stuff. Not sure, but I did have one incident where the barista actually brewed up the whole bag :)

[doulicia]

Yes, but my husband tells me Starbucks is going to begin printing "inspirational phrases" from the Christian-based "The Purpose Driven Life" on all their cups.

Can you take your Fair Trade with a dose of evangelizing?