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Fair Trade Article

Starbucks, brings cafes� and opposition

The coffee chain plans to close 2002 with 10 new stores in Mexico; NGOs prepare protests against the company. Hiroshi Takahashi El Universal

Monday, August 19th, 2002 Starbucks will open their first store in Mexico September 6, 2002 at the Hotel Maria Isabel Sheraton in Mexico City. It will be the first coffee shop from this chain in all of Latin America. By the end of the year they will have 10 stores in Mexico City and 140 employees. �They will be located at the places with the highest level of traffic within the metropolitan area of Mexico City, including Satelite, la Condesa and Polanco,� explained representatives of the firm. �Starbucks International looks to develop their concept in different countries with help from local organizations.� Alsea, the company that introduced Domino�s Pizza and Burger King to Mexico is the administrator of the entrance of this firm from Seattle into Mexico.

According to representatives from Starbucks, they chose this firm because they have experience in the fast food business and manage various outlets in the region. They agree with representatives from the company that they do not have the competency necessary to enter the country on their own. Starbucks sells more than 100 types of coffee and have a store design that looks to satisfy the client �like no other coffee shop in the world.� The Obstacle Although all expectations from the business world are positive, their inauguration will include world protests against Starbucks Coffee by NGOs from the 21st � 28th of September. Ronnie Cummins, director of the Organic Consumers Association in the United States, one of the organizers of the campaign against Starbucks, stated that they already have plans to protest the day of the inauguration in Mexico, which they expect will be Sept. 5th. �It is another American corporation.

They say they do the right thing, but it isn�t true,� assured Cummins, who has organized protests against Starbucks in 7 countries at the same time over the last few years. �They try to come off as being socially responsible. They try to make themselves look like an example for the organic movement. But their actions are very different than their words.� Represenatives from Starbucks in Mexico responded that their shade grown coffee registered as Shade Grown Mexico, which they buy in Chiapas, is one of their prides and is produced under strict governmental regulations and is bought at a price higher than the normal market price. In this sense, they have created alliances with coffee producers from Oaxaca and Chiapas in order to try to offer a higher price for coffee, which is premium quality.

They state that Fair Trade Certification is something that they want to have for all of their products, which will indicate that their coffee is bought at a fair and just price. Greenwashing Chris Treter, staff member of the Organic Consumers Association, and one of those sent to investigate the coffee crisis in Chiapas last year, explained that it is a �lie� that Starbucks intends to pay fair trade prices for all their coffee, which they utilize as a marketing strategy throughout the world and in the stock market, in order to give the company a �better image.� �Less than 1% of the coffee that Starbucks purchases is bought at a fair trade price�, stated Treter. �Coffee producers from Chiapas and Oaxaca live in a state of misery while the company promotes that they help to improve their situation.� The specialist in organizational management for social change said that they work to educate US consumers to consider what it is they are buying and what they support through their consumption. �They are greenwashing the public. They use civil organizations and the poor in order to create a positive public image,� stated Treter. �Their help has more of an effect within their alliances rather than in communities that need the support.� In response, Starbucks stated that they are committed to the improvement of the quality of life for the communities where coffee is cultivated. ------------------------------------------------------------------------------------------------------------------------------ Starbucks, trae cafeter�as.. y opositores La cadena planea cerrar 2002 con 10 locales en M�xico; ONG preparan protestas en contra de la compa��a Hiroshi Takahashi El Universal Lunes 19 de agosto de 2002 Starbucks abrir� su primera tienda en M�xico el 6 de septiembre de 2002 en el hotel Mar�a Isabel Sheraton del Distrito Federal. Ser� la primera cafeter�a de esta cadena en Am�rica Latina, la cual tendr� 10 establecimiento en esta ciudad y 140 empleados a fina de a�o. "Se ubicar�n en los puntos de mayor circulaci�n del �rea metropolitana de la ciudad de M�xico, entre ellos Sat�lite, la Condesa y Polanco", explicaron los representantes de la firma. "Starbucks International busca desarrollar su concepto en diferentes pa�ses a trav�s de sociedades con organizaciones locales". Alsea, la empresa que en M�xico ha introducido a Domino`s Pizza y a Burger King, es la encargada de administrar la entrada de la firma de Seattle en M�xico.

Seg�n fuentes de Starbukcs, eligieron a esta firma porque tiene experiencia en el negocio de la comida r�pida y manejo de puntos de venta en la regi�n. De acuerdo con los representantes de la empresa, no tendr�n competencia en este pa�s, pues Starbucks vende m�s de 100 tipos de caf� y tienen un dise�o de tiendas que busca la satisfacci�n del cliente "como ninguna otra cafeter�a en el mundo". El obst�culo Aunque todas las expectativas de los empresarios son positivas, esta inauguraci�n se engloba dentro de las protestas mundiales contra Starbucks Coffe, que realizar�n organizaciones no gubernamentales del 21 al 28 de septiembre. Ronnie Cummins, director de la Organic Consumers Association de Estados Unidos, una de las organizadoras de las campa�a contra Starbucks, advirti� que ya tienen planes para protestar el d�a de la inauguraci�n en M�xico, que ellos esperan sea el 5 de septiembre. "Es otra corporaci�n americana. Dice que hace lo correcto, pero no es as�", asegur� Cummins, quien ha organizado protestas contra Starbucks en siete pa�ses al mismo tiempo en los �ltimos a�os. "Pretende ser socialmente responsable.

Pretenden ser reconocida como un ejemplo de cultura org�nica. Pero no es coherente con sus acciones". Los representantes de Starbucks en M�xico respondieron que el caf� de sombra marca registrada: Shade Grown M�xico que compran en Chiapas es uno de sus orgullos, pues es producido bajo estrictas normas ambientales y es pagado por arriba del precio normal. En ese sentido, agregaron que tienen alianzas con los agricultores oaxaque�os y chiapanecos, para intentar que el precio que les ofrecen por sus productos sea alto, y sea adem�s un est�ndar de calidad. Fair Trade Certificate es un sello que quieren tener en todos sus productos, pues indica que es caf� comprado a precios justos. Greenwashing Chris Treter, miembro de Organic Consumer Association, y uno de los enviados a investigar la crisis de los cafetaleros a Chiapas el a�o pasado, explic� que es una "mentira" de Starbucks eso del pago justo, que utilizan como estrategia de marketing en el mundo y en el mercado de valores, para que la empresa pueda tener una "mejor imagen". "Menos de 1 por ciento del caf� que comercializa Starbucks es comprado a un precio justo", dijo Treter. "Los agricultores de Chiapas y Oaxaca viven en la miseria mientras la compa��a promociona que les ayuda a mejorar su situaci�n".

El especialista en administraci�n de organizaciones para el cambio social dijo que ellos tratan de educar a los consumidores estadounidenses, pues consideran que es necesario que ellos se enteren de lo que compran y a qui�n apoyan con su consumo. "Hacen greenwashing . Utilizan a organizaciones civiles y a los pobres para crear una imagen p�blica positiva", asegur� Teter. "Su ayuda tiene m�s efecto en sus aliados que en las comunidades". Entretanto, Starbucks Coffe aclar� que est�n comprometidos con el mejoramiento de la calidad de vida de las comunidades donde se cultiva caf�.

 
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Starbucks fair trade coffee genetically engineered ingredients organic coffee starbucks fair trade campaign ge orin smith starbucks ceo shade grown coffee fair trade products fairtrade coffee rbgh