C.A.F.E. Practices

     Would a reduction in what we charge mean more customers?  Are coffee farmers paid a reasonable and sustainable price for the coffee they grow?

     Though we are surrounded by coffee daily, coffee is a precious resource and we take for granted just what is involved in a Grande of Pike ( or Verona for that matter ).  Here are some interesting facts that may help put things into perspective:  1 coffee tree can produce up to 1 pound of coffee each year;  It takes up to 5 years before a tree is able to produce 1 pound of beans;  In most countries, coffee cherries are hand-picked;  The average coffee farm is smaller than 5 acres;  It takes an average of 20 people to produce one pound of coffee;  There can be up to 4,000 beans in a 1 pound bad;  A 1 pound bag of coffee beans will produce 20 Grande cups of coffee.

     Many of the coffees we have at Starbucks and in particular the Reserve Coffees come from small lot farmers.  I have never met a coffee farmer but I have met a number of farmers in Canada.  What is common with all farmers, is a love and absolute commitment to the land.  Starbucks has realized that by developing relationships with small lot coffee farmers, two things are realized; 1-farmers are able to produce a crop more efficiently and with better quality, 2-The price for this improved crop yields a better price. 

     Starbucks through its Coffee and Farmer Equity ( or CAFÉ ) Practices helps both people and the environment.  It is focused on product quality, economic accountability, social responsibility and environmental leadership.  This relationship means Starbucks has a stable supply of high quality coffee beans, and that the farmers can get a better price for the product they lovingly grow. 

     Personally, I would pay more for a cup of coffee.  Especially if that increased price went directly to the farmers.  Many others don’t agree.  I think it is our responsibility to educate.  Tell people just what is involved in a cup of coffee.  Tell them also how Starbucks is helping the many small lot coffee farmers in many parts of the world.  We are in this together.  Let’s help each other.