Starbucks' Latest Campaign Helps Coffee Farmers in SumatraCulinary Talk
Sumatra is known for being the largest coffee plantation in Indonesia, exporting tons of beans worldwide. Farmers here work tirelessly to harvest the beans that provide the exquisite flavour and aroma to the world's favourite caffeinated beverage.
Starbucks has introduced the “Art in Cup” campaign, where coffee lovers can contribute toward improving the quality of farmers lives in Sumatra while enjoying their espresso based beverage.
With hundreds of miles separating stores and coffee farms, Starbucks is committed to helping coffee-growing communities by crafting new beverages and highlighting its espresso beverages to connect coffee drinkers with farmers. In delivering Starbucks' signature passion, coffee lovers are invited to appreciate every moment with Starbucks specialties, as every sip of coffee is important for the farmers who help produce the Sumatran bean.
Through this campaign, Starbucks Indonesia will plant one coffee tree for every 10 cups sold from a selection of beverages such as Caramel Cream Frappuccino Affogato Style, Caramel Macchiato, Vanilla Sweet Cream Cold Brew, and Iced Matcha & Espresso Fusion, served by expert baristas. In addition, 10 percent of every Sumatran whole bean sold will be used to improve schools and housing facilities in coffee plantation neighbourhoods.
Anthony Cottan, director of Starbucks Indonesia said the company has been sourcing coffee from Sumatra for over four decades. His visit to coffee farms in Lintong in 2004 changed his perspective about the people and he saw a whole new side of how the beans are ground, brewed, and served every day.
“The farmer is just the start, it's an entire community that makes coffee possible. We treasure every person involved in this journey and we realise how much we can accomplish together to improve the lives of everyone involved in its creation,” Cottan said.
In extending the reach and assistance to coffee farmers, Starbucks' Green Coffee Department has established Farmer Support Centers (FSC) in nine key coffee-growing regions, including one in Sumatra in 2015. FSC will provide local farmers with resources and expertise that can help lower their cost of production, reduce pests and diseases, improve coffee quality according to the Coffee and Farming Equity (C.A.F.E.) Practices.
The farmer is just the start, it's an entire community that makes coffee possible. We treasure every person involved in this journey and we realise how much we can accomplish together to improve the lives of everyone involved in its creation.
-Anthony Cottan, the Director of Starbucks Indonesia
According to Starbucks coffee supplier Sam Filiaci, women are responsible for around 70 to 75 percent of the work on the farm in Sumatra so there is a need to ensure their access to maternity health care is improved.
Starbucks serves more than 10 types of coffee from different regions including Colombia, Ethiopia, Kenya, and Brazil. But Sumatran coffee has become a favourite in Indonesia and around the world. Sumatran coffee’s character is spicy, full-bodied with a smooth mouth feel, with lingering flavours of dried herbs and fresh earth.
Sumatran coffee is believed to be the most balanced in comparison with light coffee from Latin America and Africa which has a floral and fruity note. The different characteristics of Sumatran coffee beans are considered the best bean to be mixed with other ingredients such as sugar and milk, without losing the flavour and aroma of the coffee.