Starbucks Coffee Company today announced the official launch of Ethos Water in its U.S. company-operated stores. Additionally, to highlight Starbucks' long history of integrating a social conscience into all aspects of its business, the company announced a contribution goal of $10 million over the next five years, through Ethos Water, to help children and their communities around the world get clean drinking water.
Ethos Water, which was acquired by Starbucks in April, was founded in 2002 as a means to raise awareness and funds to bring clean water to children around the world, under the simple principle "water for water." With the launch of Ethos Water in nearly 5,000 U.S. company-operated Starbucks stores, Starbucks hopes to inspire and empower customers to play a personal role in helping children and their communities around the world get clean water. Five cents from the sale of each bottle of Ethos Water will support Starbucks' goal of donating $10 million over the next five years to non-profit organizations that are helping to alleviate the world water crisis.
"We see the significant opportunity to make a difference by coupling our belief in integrating a social conscience into all aspects of Starbucks business with [Ethos's] unwavering commitment to educating the U.S. public about the world water crisis," says Jim Donald, Starbucks president and chief executive officer. "We believe that Starbucks brand awareness and relevancy, strong and loyal customer base, and broad reach will help Ethos Water realize its vision in a larger and more impactful way."
Through the Ethos Water mission, Starbucks is currently making a difference by supporting efforts to bring clean water to children and their communities in developing countries through support of non-profit organizations such as UNICEF, CARE, WaterAid, and WaterPartners International. Starbucks hopes to help raise awareness about this work and become a productive and significant collaborator in support of solutions to the world water crisis, and will continue to leverage Company initiatives and efforts so that they complement efforts already under way by these and other organizations.
"Our vision to empower millions of people to make a difference is now a reality as the result of the launch of EthosWater in Starbucks stores and our goal of contributing $10 million over the next five years," says Peter Thum and Jonathan Greenblatt, Ethos co-founders and Starbucks vice presidents. "It is exciting when you consider how Starbucks can scale this vision and expand Ethos reach to build a community of engaged consumers across the country to help more children around the world get clean water."