For every (STARBUCKS)RED EXCLUSIVE beverage purchased, Starbucks will contribute five cents to the Global Fund to invest in AIDS programs in Africa. This product launch marks the beginning of a multi-year partnership with (RED) that is part of the Starbucks Shared Planet commitment to communities. In addition to the launch of a new online (STARBUCKS)RED Community, celebrations to mark this momentous occasion will be held in New York City on Friday, November 28.
“Since we announced our partnership with (RED) I have been honored by the enthusiasm of our partners and customers who recognize their daily visit to Starbucks will help save lives in Africa,” says Howard Schultz, Starbucks chairman, president, and CEO. “Now more than ever, it is important to continue to be a responsible global company. We have a deep partnership with coffee growing regions in Africa and are proud to partner with our customers to contribute toward an AIDS-free Africa.”
The much anticipated Starbucks Holiday beverages will turn (RED) from November 27 through January 2. Customers’ daily visit to Starbucks can directly help saves lives in Africa. For every purchase of a (STARBUCKS)RED EXCLUSIVE beverage - Peppermint Mocha Twist, Gingersnap Latte and Espresso Truffle - at participating stores in the U.S. and Canada, Starbucks will contribute five cents to the Global Fund to invest in AIDS programs in Africa. Additionally, in honor of the 20th Anniversary of World AIDS Day, on Monday, December 1, Starbucks will extend the five cent contribution to every hand-crafted beverage purchased at participating stores as a continued way to save lives in Africa.
“Starbucks is bringing (RED) to communities across the country and giving millions of customers a chance to do something good every day,” says Susan Smith Ellis, CEO, (RED). “All of these small choices, across millions of coffee purchases, will add a significant new contribution stream to the more than $115 million that (RED) partners have already generated to help buy lifesaving AIDS medicine for those living with HIV in Africa.”
Launch Event in New York City’s Times Square
When Starbucks announced its partnership with (RED) at its Leadership Conference in New Orleans, the 10,000 Starbucks partners (employees) in attendance gave a standing ovation. This feeling will be continued when Starbucks and (RED) celebrate the launch of the (STARBUCKS)RED EXCLUSIVE beverages on Friday, November 28, in Times Square. The event brings together celebrities including Mario Batali, Mary Louise Parker, Annabella Sciorra, and Helena Christensen to kick off the partnership.
Bringing the Community Together Online
Customers can also join the new online (STARBUCKS)RED Community launched to bring to life the potential collective impact that thousands of people can make if they choose to purchase (RED) at Starbucks. Customers can choose to take their photo in the (RED) parenthesis when visiting Starbucks, or upload one of their favorite photos into the (RED) parenthesis directly on www.starbucks.com/red. By using the “impact calculator” on this site, customers can learn how their (STARBUCKS)RED purchases translate into days of medicine to help save lives in Africa.
Starbucks Partnership with (RED) Continues Starbucks Shared Planet Commitment
Starbucks partnership with (RED) reinforces Starbucks ongoing commitment to the people and communities that grow its coffee. Contributions from STARBUCKS (PRODUCT)RED products will go directly to the Global Fund to help save lives in Africa, a key coffee growing region for the company. Starbucks currently buys coffee from ten African countries including Burundi, Cameroon, Congo, Ethiopia, Kenya, Malawi, Rwanda, Tanzania, Uganda and Zambia. In 2009, Starbucks plans to open Starbucks Farmer Support Centers in Ethiopia and Rwanda.