BOSTON—Cone has been selected by Starbucks Coffee Company to help communicate its sustainable coffee practices both inside and outside the company.
Cone is working closely with Starbucks to develop a vision, strategy and plan that will enhance the visibility of the company’s focus on the role of corporate social responsibility in coffee purchasing, according to Jens Bang, president and COO of the Omnicom-owned agency. The win adds to Cone’s expertise in the corporate social responsibility arena, as well as its deep experience in the coffee category.
“We are excited about working with Cone to raise awareness of Starbucks coffee purchasing practices and, ultimately, enhance our brand reputation among key stakeholders,” said Sandra Taylor, senior vice president of corporate social responsibility for Starbucks, which first developed responsible sourcing guidelines in 2001.
Earlier this year, the company hosted more than 20 organizations to solicit feedback from stakeholders on its revised coffee sourcing guidelines and preferred supplier program. Participants included representatives of Rainforest Alliance, Fairtrade Labelling Organizations International, Oxfam America, TransFair USA, US AID, and Conservation International, in a meeting facilitated by the consultancy SustainAbility.
The guidelines encourage a sustainable approach to high-quality coffee production and contain economic, environmental, and social criteria that suppliers are asked to adopt.