At a global gathering of Starbucks partners in Seattle and
around the world, Starbucks global chief executive officer Laxman
Narasimhan announced five initiatives at the first-ever Starbucks
Promises Day that underscore the company’s promises to its
partners, farmers, customers, communities, shareholders and the
environment:
- 100% of sales of Starbucks Odyssey Blend whole bean coffee in
North America will support World Central Kitchen
- First-ever Global Barista Championships coming in 2025
- Coffee experience pop-ups will launch in cities around the
world
- Expansion of coffee innovation farms to more coffee-growing
countries
- New reusable Green Apron Cup for all North America
partners
On the one-year anniversary of its new mission and promises,
Starbucks gathered partners (employees) from across the company for
its first-ever Starbucks Promises Day. The event, hosted in-person
at the Starbucks Support Center in Seattle and virtually around the
world, will be an annual gathering dedicated to Starbucks partners
and all those the Starbucks brand influences and uplifts.
Starbucks global chief executive officer Laxman Narasimhan said,
“A year ago, we gathered together as partners in this very room to
re-found the company and define a shared path forward. And since
committing ourselves to these promises a year ago, you have each
helped us realize what we can achieve when we’re at our best.”
Narasimhan was joined by partners from across the company to
highlight each of the Starbucks promises and show how coffee is
woven through these interconnected commitments, guiding Starbucks
work at every level of the company.
Partner Promise: Bridge to a Better
Future
For the first time in its history, Starbucks announced its
Global Barista Championships to connect Starbucks green apron
partners around the world in celebration of their coffee passion
and expertise. Barista Champions from Europe, the Middle East, and
Africa, Asia Pacific, North America and Latin America and the
Caribbean will be invited to compete in the inaugural event at
Hacienda Alsacia in Costa Rica next year.
“The energy, passion, love, dedication and commitment of the
partners who compete in Barista Championships is hard to even begin
to express,” said Michelle Burns, executive vice president of
Global Coffee and Sustainability for Starbucks. “They are not only
about the craft of making the beverages, but also about
storytelling and connection. Those who compete are truly the best
of the best.”
Customer Promise: Uplift the
Everyday
New coffee experience pop-ups will be coming to cities in the
U.S. and around the world next year to showcase the possibility of
coffee. Customers will be able to enjoy exclusive and unexpected
collaborations and experimental coffees from unique origins made
with innovative techniques, building on the success of inventive
coffees such as Whiskey Barrel Aged Sulawesi.
“When we talk about meeting customers where they are, we really
mean it,” Narasimhan said. “Starbucks continues to redefine coffee
for the next generation of customers.”
The company also shared plans to explore a new line of
limited-release, special-edition coffees and breakthrough
collaborations, rooted in passion and curiosity for coffee, culture
and sustainability. Its first offering will be Starbucks Milano
Duetto, a new whole bean coffee offered in two different
roasts.
“Starbucks Milano Duetto represents the duality of day and
night, and the distinct tastes of light and dark roasts – Duetto
will be one coffee blend, roasted in two distinct ways,” Narasimhan
said.
Farmer Promise: Ensure the Future of Coffee
for All
To ensure a sustainable future of coffee for farmers and farming
communities, Starbucks announced that it will expand its network of
coffee innovation farms with four new farms across Africa, Asia and
Latin America in the coming years to continue global agronomy
innovation. The new farms will enable direct research on varietals
and build on the company's existing network of model farms, helping
us further our work with farmers to mitigate the impact of climate
change on the coffee supply.
“This network of four new farms will enable direct research on
varietals and farming practices in different critical
coffee-growing geographies around the globe – helping us work with
farmers to mitigate the impact of climate change on the coffee
supply,” Narasimhan said.
The company will also break ground on its new sustainability
learning and innovation lab at Hacienda Alsacia. The lab will serve
as a hub for hands-on learning opportunities for Starbucks
partners, Arizona State University students, researchers and
industry leaders to innovate and scale sustainable solutions for
coffee climate adaptation and agricultural economics. The farm will
welcome the first cohort of Arizona State University students this
December from the College of Global Futures, including Starbucks
College Achievement Plan students, to visit and learn about all the
ways Starbucks is innovating in agronomy and coffee growing at
Hacienda Alsacia.
Community Promise: Contributing
Positively
In support of the company’s community promise, Starbucks
announced that moving forward, the company will uplift communities
through a giveback from purchases of select whole bean coffees each
year. Beginning next week, Starbucks will donate 100% of this
year’s sales of Starbucks Odyssey Blend whole bean coffee in North
America to support World Central Kitchen’s global humanitarian
efforts.1 They are the perfect partner for this program’s inaugural
year, just as Odyssey Blend is the perfect coffee, originally
created to symbolize the future of Starbucks and its focus on
people, planet, and craft through the lens of coffee.
World Central Kitchen has been a primary disaster relief partner
of The Starbucks Foundation since 2019, and has spearheaded
disaster relief efforts delivering food aid to impacted communities
around world, from Morocco and Türkiye (Turkey) to Japan and
Hawaii. In addition to the whole bean coffee giveback in North
America, as part of its year-round Giving Match program, Starbucks
will match North American partner donations to World Central
Kitchen through the Starbucks Community Champion Portal. Building
on their joint $3 million donation with the Starbucks Foundation,
Alshaya Group and Starbucks Europe, Middle East and Africa (EMEA)
have also launched a partner donation matching initiative aimed at
raising additional funds for food aid in Gaza through World Central
Kitchen.
“Efforts like these demonstrate how we can use our scale for
global good and highlight how we’re working to bring our promises
to life,” Narasimhan said. “It shows that our promises aren’t just
words – they are actions.”
1Starbucks will donate 100 percent of the sale price to World
Central Kitchen for each unit of Starbucks Odyssey Blend that is
sold from participating Starbucks® stores from April 29-June 24,
2024. In Canada, Starbucks will donate 100 percent of the sale
price to Myriad Canada for its World Central Kitchen Global
Humanitarian Aid Fund.
Environmental Promise: Give More Than We
Take
To support its environmental promise, Starbucks is helping
reduce waste in stores from single-use cups. Starting in May, all
North America support partners and partners at North American
company-operated stores will receive a reusable Green Apron Cup to
use for their shift beverage. By using for-here ware or a personal
cup, partners will further support the company’s goal to reduce
waste sent to landfill by 50 percent by 2030.
“Starbucks heard us when we shared that we want more ways to be
sustainable at work,” said Florida store manager Kyungae Won.
“That’s why this cup is all about making reuse fun and easy.”
Shareholder Promise: Generate Long-term
Returns
Narasimhan closed the event by underscoring how each of the
promises is interrelated, ensuring mutual success for all.
“As we reflect on what our partners and others have shared
today, it shows the countless ways we’re acting on our promises to:
bridge to a better future, uplift the everyday, ensure the future
of coffee for all, contribute positively and give more than we
take,” Narasimhan said. “And when we do these things, we make
possible our sixth and final promise: to generate sustainable,
long-term returns for our shareholders.”
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