Starbucks, the famous coffee business, has sent some European employees to Africa to work in the farms and co-operatives that provide the company coffee beans.
The main reason why they organized this project, is because they want to create a so-called emotional connection between their staff and its product. This initiative, however, has another asset: by seeing the hard work of farmers in undeveloped countries, the employees feel more connected with them. This connection makes sure that the staff will not only try to sell as many goods as possible, but it also makes sure that fair-trade stays one of Starbucks’ main goals.
According to me, this is a great initiative, one Starbucks can be proud of. It makes the whole company aware of the necessity of fair-trade. And as the employees who went to the farms, will share this special experience with their colleagues, fair-trade will become even more important.
Bert Aelter – group 5