- Datamonitor News and Comment -
Starbucks has launched its Shared Planet Espresso beverage in Europe, the Middle East and Africa. Starbucks has described the coffee as a "100% responsibly grown, ethically traded espresso" which the company believes helps to show its commitment to responsible business practices. However, some critics have said that Starbucks still needs to do more to prove its ethical credentials.
Starbucks has launched its Shared Planet Espresso beverage in Europe, the Middle East and Africa.
Coffeehouse chain Starbucks Coffee Company has launched its Shared Planet Espresso in three continents. Starbucks has described the coffee as a "100% responsibly grown, ethically traded espresso" which the company believes helps to show its commitment to responsible business practices. However, some critics have said that Starbucks still needs to do more to prove its ethical credentials.
In a bid to boost its ethical standing, Starbucks has launched its Shared Planet Espresso offering, described as a "100% responsibly grown, ethically traded espresso", in Europe, the Middle East and Africa. Although the company has said that the launch helps to demonstrate its commitment to doing business "the right way", some critics have responded by saying that Starbucks could do more to improve its ethical credentials. The claims are reflective of the skepticism shown towards ethical behavior in the coffee industry.
Ethical practice is having an increasing influence on the buying behavior of consumers. In 2008, Datamonitor questioned European consumers regarding how much of an influence ethics and sustainable benefits have on their choice of food and drink products. The survey found that these factors have a 'high amount' of influence on 19% of consumers and a 'medium amount' on a further 41%.
The importance of ethical practice is particularly relevant in the coffee market, as the industry has received negative press in recent years over its ethical activity. In 2005, for example, Nestle launched its Fairtrade accredited Partners' Blend Coffee, and was subsequently accused of exaggerating the products' availability in marketing campaigns. A year later, Starbucks was portrayed in a particularly bad light in the film, Black Gold, over its treatment of Ethiopian farmers.
According to sources, Starbuck's Shared Planet Espresso has received criticism from skeptics, with the Independent newspaper describing it as "Fairtrade-Lite" and The Make Wealth History website saying that Starbucks was doing its best to avoid any external monitoring of its ethical activity. Due to the lack of trust associated with ethical activity in the coffee industry, it may take a considerable amount of time before Starbucks can convince critics about its commitment towards ethical and sustainable behavior. In order achieve this perception, the company will need to create long-term marketing campaigns that highlight its ethical behavior in all areas of its business activity.