Introducing Cafe Estima Blend Fairtrade Coffee
For Immediate Release
Introducing Starbucks® Café Estima Blend™ Fairtrade Certified™ Coffee
New Fairtrade Certified™ Blend and Expanded Availability of Fairtrade Certified™ Offerings Highlight Company’s Ongoing Efforts to Support Coffee Farmers
AUCKLAND; May 2nd 2006 — To support Fair Trade Fortnight 2006 and raise awareness of its new Fairtrade Certified™ coffee, Starbucks Coffee Company New Zealand will feature new Café Estima Blend™ as “Coffee of the Week” this week in all stores across New Zealand. The offering will coincide with Fair Trade Fortnight (April 29 – May 13), which is being organized by the New Zealand Fair Trade Association in an effort to bring attention to critical social and economic issues facing coffee farmers.
“Café Estima Blend™ is a complex coffee with a dark roast, so it’s delicious when brewed in an automatic drip coffee maker and when prepared using an espresso machine,” said Steve Montgomery, Starbucks general manager, New Zealand. “I am proud that this versatile coffee is available to drink in all of our coffeehouses, and that our customers can purchase a bag to brew at home as well.”
A blend of washed coffees from Latin America and East Africa, Café Estima Blend™ will be brewed daily as the offering in all Starbucks New Zealand retail stores from May 2 - 8. Stores will continue to brew the coffee for the four weeks following as well.
Last year, Starbucks purchased 5.2 million kilograms of Fairtrade Certified™ coffee, making it one of the world’s largest purchasers of Fairtrade Certified™ coffee. Next year, the company plans to purchase 5.4 million kilograms of Fairtrade Certified™ coffee. Starbucks is the only company certified to sell Fair Trade Certified™ coffee in 23 countries.
In addition to offering Café Estima Blend™ in all locations throughout New Zealand, Starbucks will continue to sell Timor Lorosaé, an exclusive Fairtrade Certified™ coffee from East Timor that was launched in all New Zealand locations in 2004. Café Estima Blend™ whole bean coffee is $10.95 per 250 gram bag.
“Starbucks and the Fair Trade movement share common goals -- to ensure coffee farmers receive a fair price for their coffee and that they can sustain their farms into the future,” continues Montgomery. “Purchasing Fairtrade Certified™ coffee is one of several ways we seek to ensure the economic sustainability of small-scale coffee farmers and ensure the long-term supply of high quality coffee.”
Starbucks has developed an integrated approach to building mutually beneficial relationships with coffee farmers and their communities, including paying premium prices to help coffee farmers make profits and support their families; encouraging participation in C.A.F.E. Practices (Coffee and Farmer Equity Practices), a set of socially responsible coffee buying guidelines; providing access to affordable credit to coffee farmers through various loan funds so that farmers can invest in their farms and their success into the future; investing in social development projects in coffee producing countries; purchasing conservation (shade grown) and certified coffees (Fairtrade Certified™ and certified organic) to promote responsible environmental or economic efforts; and collaborating with farmers through the Farmer Support Center, located in Costa Rica, to provide technical support and training that promotes high-quality, sustainable coffee for the future.
“The Fair Trade Association applauds Starbucks introduction of Café Estima Blend™ and its decision to expand availability of its Fairtrade Certified™ coffee offerings,” says Stephen Knapp, director of the New Zealand Fair Trade Association. “These initiatives will expose more consumers to the great taste of Fairtrade Certified coffee and will also help Fairtrade farmers around the world maintain a decent standard of living.”
Starbucks is committed to purchasing all of its coffee in an ethical and sustainable manner. The Company seeks transparency, equity and fairness with all farmers from whom it purchases coffee. It is Starbucks goal to help farmers make a profit and sustain their business for the long term. Beyond purchases of Fairtrade Certified™ coffee, Starbucks remains committed to paying equitable prices for all of the coffee it buys. In 2005, Starbucks paid an average price of US$2.82 per kilogram for all of its green (unroasted) coffee, excluding freight--a price 23 percent higher than the average New York “C” commodity market price during the same time frame.
About Starbucks Coffee Company
Through the dedication of our passionate partners (employees), Starbucks Coffee Company has transformed the way people in 37 countries enjoy their coffee, one cup at a time. Starbucks is the premier purveyor of the finest coffee in the world, with more than 11,000 retail locations in North America, Latin America, Europe, the Middle East and the Pacific Rim. The Company is committed to offering its customers the highest quality coffee and human connection through the Starbucks Experience, while striving to improve the social, environmental and economic well being of its partners, coffee farmers, countries of coffee origin, and the communities which it serves. Through Ethos Water, Starbucks demonstrates its long history of integrating a social conscience into all aspects of its business. The Company surprises and delights its customers by producing and selling bottled Starbucks Frappuccino® coffee drinks, Starbucks DoubleShot® espresso drink and Starbucks® superpremium ice creams through its joint venture partnerships, and Starbucks™ Coffee and Cream Liqueurs through a marketing and distribution agreement, in other convenient locations outside its retail operations. The Company’s brand portfolio includes superpremium Tazo® teas, Starbucks Hear Music™ compact discs, Seattle’s Best Coffee and Torrefazione Italia. These brands’ unique and innovative personalities allow Starbucks to appeal to a broad consumer base.