Starbucks and Conservation International Case Solution

1. What is the rationale for Starbuck's collaboration with Conservation International on the Chiapas coffee project in Mexico?

Starbucks aimed at collaborating with Conservation International on the Chiapas Coffee project in Mexico as most of its customers wanted it to consider buying shade grown coffee to prevent deforestation in different areas from where it sourced its coffee. Through its collaboration with the CI, Starbucks portrayed its brand to be focused on environmental sustainability. While CI directly collaborated with the farmers in teaching them the new growing techniques that were in line with protecting the environment, Starbucks supported the project by buying shade grown coffee that would in turn help in promoting conservation of the natural spaces and improve the wildlife ecosystem as the need for deforestation to grow coffee would be eliminated. Further, the collaboration would reflect Starbuck’s commitment to adopting alternative environmental agriculture practices for a number of coffee-growing regions. Further, through the project Starbucks would be in a position to get the confidence of other leaders in the coffee industry and encourage them to work collaboratively to establish industry wide guidelines focused on the environmental and social welfare of all the stakeholders involved. This is because, in terms of environment, it started supporting shade grown coffee and in terms of social welfare, by signing the agreement it extended support to the local farmers by providing them with an opportunity to improve their livelihoods through benefiting from the training provided by the CI and getting a chance to supply their coffee to Starbucks which would open new sources of revenue for them, which would, in turn, lead to the overall economic development of the region. Hence, it can be understood that through the project, Starbucks was able to improve its public reputation with regards to environmental responsibility and at the same time was able to lock in a supply of quality coffee as the producers would gain the right to sell the coffee to Starbucks only if the coffee met the quality standards set by Starbucks.