Summary
Fairtrade is becoming one of the driving forces in CSR programs. Not only is it good publicity, but it has a proven track record. In today's business climate, Starbucks is smart to commit to a certified and audited third-party verification service. If other products are available fairtrade would be more attractive. Fairtrade is trending upward in popularity. Brands like Starbucks need to tread a careful line to ensure that the coffee in the shops is also actually fairtrade certified.
Analysis
As an organic certifier and a fairtrade certifier I can attest to the growing popularity of fairtrade certification, even in as far-removed locations as Japan. A recent survey showed that 17% of the Japanese public recognized and understood what fairtrade meant.
With Starbucks being the world's largest fairtrade certifier, it is also time for them to get behind reusables, and supply chain waste reduction. Without a well thought out sustainability program, this could be seen as more foam than coffee.
