Starbucks was awarded the “National Recycling Coalition Recycling Award” in the year 2005. In 2007, out of the 2.5 billion cups that were bought only 10% of them were not recyclable. The plastic coating of the remaining 10% cups prevents them from being recycled. Starbucks is striving to find out new way in order to increase the percentage of recyclable cups to 100% by the year 2015. Most of the stores were not equipped with the recycle bins; however this has changed in the past two years. They encourage the customers also to use recyclable cups by offering them a 10 cent discount on bringing their own reusable cups.
The company initiated a completely new line of products in the year 2000. Since launching FTC “Fair Trade Coffee”, they have made a huge contribution to the families of the farmers with the help of the increasing FTC coffee consumption. The FTC process has also helped in generating consumer awareness regarding the same issue. Starbucks pay more than the market price for the coffee that it buys through the farmers. On an average the company suffers a $1.5 loss per pound. Starbucks is willing to suffer the loss just for the sake of the well being and the development of the families of the farmers which shows their attitude and contribution towards the humanity.
Starbucks acquired a brand named “Ethos” in the year 2003. Ethos is a brand of water bottles. Ethos has a mission to provide clean water in under developed areas. Each bottle that is sold contributes 10% of its price to the funds of the clean water projects. Even in the labeling of the product it is mentioned that “helping children get clean water”. Starbucks have acquired the brand to help the brand grow and achieve its mission for the betterment of humanity.