Having been strongly involved for nearly 10 years in the fair-trade, Starbuck recently announced the commitment that every coffee beverage sold in Europe will be Starbucks™ Shared Planet™ and fair-trade certified from March 2010.
Launched in 2004 this label is defined by 200 indicators evaluated by third party and oversight by SCS (Scientific Certification System). The label purpose is to set up rules allowing the company to operate in a manner which will have a positive impact for both the people and the planet. In 2008 1 million farmers and workers have had the chance to benefit this program!
In order to make happen this ambitious purpose, Starbuck is working together with FLO (Fairtrde Label Organisation). FLO encompasses a global network of fair-trade organization. FLO’s role is to define and improve fair-trade criteria. The organisation is as well committed towards the producers to support them in getting certifications and get access to new business opportunities.
Thanks to its global presence and its socially responsible involvement Starbuck is already the largest coffee fair-trade buyer. It is sometimes said this commitment only concerns small amount. Purpose would be rather publicity than a strong willingness to change the rules of buying coffee. However if you want to make it right it is not easy to go through fair-trade, especially for large quantity. Indeed it is needed to take the necessary actions to control the channel. Many abuses can be committed!
I believe through this program Starbuck is demonstrating a strong willingness and strong commitment. The company size and global presence is used wisely. I am convinced it can lead and facilitate access to fair-trade to smaller (or larger!) organisation.
