Broad-minded initiatives such as these are based on companies recognition that suffering ecologies are bad for bussiness, from both a public relations perspective and an operational one. Starbucks has recently begun its own initiative with Conversation international to develop CAFE standards-environmental and social guidelines for Starbucks's effort to ensure that its core product is secure is to protect the land around locations where coffee is grown. The aim is to assist coffee farmers in also acting as carbon farmers in order to claim a share of the carbon finance bussiness, which has quickly grown to $70 billion
This particular project involves Starbucks financing Conversation International's efforts to project the landscapes around coffee-growing areas through their work with local growers. By partnering with local governments or by undertaking the initiatives on their own, growers commit themselves to preserving forests by avoiding their destruction or by replanting them. Through this program, the participants qualify for carbon credits from companies such as Yahoo!, Google, and News Corp., which already have programs in place to offset their carbon emissions voluntarily. The thinking is that forestry projects, such as the one being pursued by Starbucks, will grow in popularity when new rules that require companies in the united states to reduce carbon emissions are implemented as part of the Kyoto framework. Once these rules are in place - scheduled for post-2012 the carbon credits that these local parties will have to sell will be even more valuable.
Starbucks has plan to move forward with its current stategy, expanding its efforts to areas in Sumatra, Indonesia, and Chiapas, Mexico. The hope is that all will go well, resulting in further expansion to Latin America, Africa and Asia. The initiative will both reinforce, Starbucks corporate image as a socially minded company and benefit the suppliers on which Starbuck's bussiness model depends. Supporting the environment is no longer just about social responsibility- it is also good for the bottom line