Oxfam America has joined a broad coalition of student groups, nongovernmental organizations, and Ethiopian community members, all calling on Starbucks to help Ethiopian farmers make more off their crops.
More than a year ago, Ethiopia approached Starbucks and asked the company to lead the coffee industry by example and sign an agreement recognizing Ethiopia's legal ownership of its fine coffee names. If companies like Starbucks signed such agreements, Ethiopia would occupy a stronger negotiating position with foreign buyers, capture a larger share of the market associated with its coffee names, and better protect its brands.
Despite its much-publicized commitments to farming communities, however, Starbucks has yet to take Ethiopia seriously. That's why Oxfam and the other coalition members are calling on Starbucks to recognize the right of Ethiopians to make better profits off their coffee names.
What's in a name?
Well, a lot actually. Take "Volvo." Volvos aren't any old cars. The name "Volvo" connotes a high level of quality. A family car. A company that does not compromise on safety. According to their website, every Volvo "is the sum total of more than 70 years of focusing on safety. Which means you're not just driving a car. You're driving a promise." And the Volvo name—its brand—commands a higher price and the allegiance of consumers.
It's the same for coffee names like Ethiopia's Sidamo, Harar, and Yirgacheffe. Coffees marketed under these names promise quality. Companies like Starbucks can charge consumers more for these coffees because they're considered among the finest in the world.
The problem is that the poor farmers who've grown this gourmet coffee for generations aren't seeing much of the profits. Ethiopian coffee farmers often collect about 10 percent of the profits from these coffees. The rest goes to the coffee industry players that can control the retail price, the international importers, distributors— and roasters like Starbucks.
If successful, Ethiopia's names project could bring an estimated additional $88 million a year in revenues. In a country where about 15 million people depend on coffee, that amounts to significantly more money for food, health care, and education.
Our Campaign Allies
- Canadian Students for Fair Trade
- Coop America
- George Washington Students for Fair Trade
- Global Exchange
- International Labor Rights Fund
- Lutheran World Relief
- Organic Consumers Association
- Oxfam International
- United Church of Christ Justice and Witness Ministries
- United Students for Fair Trade
Starbucks Day of Action
Put the pressure on Starbucks this December 16 by taking action at your local store.
Join thousands of activists around the world who are standing by Ethiopian coffee farmers and asking Starbucks to honor its commitments. Talk to your local Starbucks baristas (employees) about your support for Ethiopia's trademark initiative. Ask them to communicate back to Starbucks headquarters about your conversation.
More than 85,000 people from 70 countries have already joined the campaign. Let's keep the momentum going.
What you'll need:
Your voice. Starbucks has a team of lawyers to protect its name; the Ethiopian coffee farmer has you. Amplify the voices of Ethiopian farmers by speaking to Starbucks directly.
What you'll do:
- Download the Starbucks Day of Action Toolkit.
- Go into your local Starbucks store, and ask the baristas (employees) for a cup of Ethiopian coffee.
- Say: "I am here to show support for Ethiopia’s initiative to trademark its coffee names."
- Hand the baristas the signed Myth/Fact Sheet from the Starbucks Day of Action Toolkit. Let them know that you appreciate their time. Ask them to communicate back to Starbucks headquarters about your conversation.
- If the baristas agree with you and support Ethiopia in this initiative, encourage them to voice their opinion to Starbucks corporate headquarters.
- For more tips and advice on how to talk to your baristas, contact Oxfam America.
