Starbucks and Conservation International

Starbucks and Conservation International

1. Assess Starbucks’ collaboration with Conservation International in Chiapas. In particular, does it make sense for Starbucks to pursue these environmental objectives with Conservation International, dealing with small farmers in the backwaters of southern Mexico?

Social responsibility is an important principle for Starbucks. Starbuck’s mission statement states “Contribute positively to our communities and our environment”. In 1999, Starbucks established a Corporate Social Responsibility department to oversee five areas: business practices, environmental issues, community affairs, corporate giving, and the Starbucks Foundation. Today it’s important for Starbucks to be known as much for being a good corporate citizen as for the quality of its coffee.

The Corporate Social Responsibility (CSR) department served two roles. First, it was involved in all decision making regardless if it’s a coffee issue, supply issue, or a marketing issue. Second, CSR made sure that the company does what it says it’s going to do. The social investments made by Starbucks were an important part of the business strategy. They not only wanted to make a difference in the lives of their shareholders but also their stakeholders as well. This included partners, customers, coffee growers and the community at large. The overall objective was to provide a work environment that employees would be very proud of and be honored to tell others that they are a part of the Starbucks’ team.

Starbucks was first approached by Conservation International in 1997 to see if they would source coffee from Conservation International’s pilot project called the Conservation Coffee Program. This project was aimed at preserving and promoting shade-grown coffee and to prevent further deforestation. Starbucks was reluctant at first. Starbucks prided itself on high-quality coffee and was very selective as to who it entered into...