If you had the chance to sit down with the Starbucks’ Director of Environmental Impact, what would you ask him? This thought was racing through my mind as I turned into the parking lot of Seattle’s world famous coffee company. The opportunity to meet with Starbuck’s Director Jim Hanna had come with a turn of luck. An SIS blog post titled “Investigating Recycling and Starbucks” had made its way into the coffee giant’s headquarters, and Jim had emailed me a response. Now, I was getting ready for a face-to-face interview to talk about the environment, paper cups, coffee, and Starbucks.
Like any other global company, Starbucks has fallen under scrutiny when it comes to its environmental impact. And like other global companies, they have pushed back with environmental initiatives and programs. Was Starbucks guilty of green-washing, or did the company truly care about the impact it had on our environment?
Environmentalism is essential to our core business, Jim explained while sipping a Tazo tea. At its heart, Starbucks is an agriculture business. Its success relies on a steady supply of coffee beans from around the world. The beans which Starbucks buy must meet certain quality and price considerations. Coffee farmers depend on highly specific climates and growing practices to meet those standards. Eco-harming pesticides can ruin the coffee flavor. And climate change could drastically alter the price we coffee lovers pay for a latte. For Starbucks, being green is akin to long-term survival.
Environmentalism is more than just coffee beans for Starbucks. “What about the eco-impact of disposable paper coffee cups?” I asked over my sandwich. After all, the 16 billion paper coffee cups used in the US every year add up to a lot of landfill garbage and consumed natural resources. Jim pointed out that Starbucks was the first company to offer paper coffee cups partially made from recycled content. The cups, 10% of which is post-consumer recycled fiber (PCF), is estimated to save tens of thousands of trees, a half million gallons of wastewater, and several million pounds of garbage from being trucked to landfills.
“Why only a 10% PCF cup?” I ventured. “Wouldn’t a 100% cup be 10 times better?” Jim explained that the technology to make a higher PCF content cup just isn’t viable today. The main problem stems from differences in the fibers of recycled paper. Recycled paper fibers are shorter than those in non-recycled paper. This means that a coffee cup made using recycled fibers requires more paper pulp. And as more recycled content is added – more paper is used – economists call this the law of diminishing returns. We may one day see a cup made completely of recycled paper - but the technology needs to catch up first.
The sugar coating is that the new cup technology is not patent protected. Coffee chains, local coffee stands, and even college campuses can now purchase disposable cups made of 10% recycled paper. Jim hopes that more companies will begin using the 10% PFC cup – leading to a domino effect of environmental benefits.
Of course, the post-consumer recycled cup isn’t the only solution. The “Ecotainer”, a compostable corn-based cup, was debuted in 2007 by Tully’s Coffee and International Paper. Since its introduction, the cup has been well received. Did Starbucks choose the wrong cup?
Jim pointed to some major issues with corn-based cups that didn’t fit well with Starbucks. Firstly, the compostable cup shifts the eco-responsibility from the company to the coffee-drinker. For a corn-based cup to have an effect, the consumer needs to throw the used cup into a compost bin. No compost bins around? Uh oh, then that compost cup is destined for a landfill.
For Tully’s and other local coffee shops this wasn’t a big issue – composting is a growing movement throughout Seattle and the Pacific Northwest. But Starbucks is a global company that needs global ideas, and composting just isn’t being done on a global scale …yet. That’s not to say Starbucks is anti-composting. My lunch from Starbucks Headquarters was wrapped in compost-friendly packaging. And judging by the overflowing compost bin – and the nearly empty garbage can next to it – it seemed the compost idea is a hit with corporate employees.
Jim also noted that corn-based products can have other unforeseen consequences. Mexican citizens staged riots in 2007 because of high tortilla prices brought on by high corn prices. Many blamed the high prices on a soaring demand for corn to provide for the US with biofuels. Even in the US, consumers have seen food prices increase dramatically. Considering that Starbucks serves up 2.3 billion coffee cups a year, perhaps we should all be glad for the pass on compostable cups.
By choosing a disposable cup with recycled materials, Starbucks avoids both of those problems. According to Jim, Starbucks’ 10% PFC cup helps “close the demand loop” for recycled materials and will ultimately help stimulate the recycling business – a worthy cause in my book. The recycled content hot cup also guarantees a better eco-impact than standard cups, regardless of compost bin convenience.
In the near future, Jim hopes to see even bigger environmental policies enacted at Starbucks. Over the next year, Starbucks will reestablish ceramic cups as their standard for serving coffee, and pursue strategies to offer recycling throughout their stores. The company also participates in a variety of environmental coalitions to find solutions to sustainable packaging, supply chain sustainability, and creating the ultimate “to-go” cup – one that can be fully recycled.
And for customers who bring their own cups? Jim hopes to increase the number of BYOC customers by tenfold by 2010. He wasn’t ready to share the company’s strategy to make this happen, but who knows? Maybe a Sustainability Is Sexy campaign is just what an eco-friendly Starbucks needs.
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They say half of all new businesses fail within the first year. They also say half of those remaining fail within the second year. By the third year, any business owner still around undoubtedly knows how to play the game.
It’s easy to tell if a coffee house is run by one of these vetted business intellects. The tell tale signs are visible almost immediately upon entering the store; ceramic mugs by the espresso machine, or signs urging customers to bring their own coffee cup by the register. By the time I pay for a coffee, the message is clear –this coffee shop thinks disposable cups are bad for business. Being a thrifty consumer, that small discount I earn when I BYOC always puts a smile on my face. But the smile of the coffee shop owner must be in a class all of its own. Thanks for the discount, I think to myself. No, thank you, the coffee shop owner chuckles back.
How are disposable cups bad for business? Truth be told, it’s all because of the bottom line. Disposable cups cost money, and high overhead costs can be fatal to a business. Even more so, offering disposable cups does nothing to enhance customer appreciation, nor does it help a coffee house attract new customers. The coffee industry is already oversaturated with competition – and it’s becoming more important to stand out from the crowd.
These conclusions are illustrated in a study published by Starbucks and the Environmental Defense Fund. The two organizations teamed up in April of 2000 to develop a set of strategies to reduce the environmental impact of serving coffee. In so doing, the group also found that reducing their environmental impact contributed toward better finances in three specific ways:
First, let’s examine the claim that the supporting reusable cups saves coffee houses money. At its heart, it’s a logical claim. After all, when customers BYOC, coffee houses don’t have to pay to purchase disposable cups. This might seem like small savings, but the table below (reproduced from the Starbucks/EDF report) illustrates just how quickly it can add up:
Researchers concluded that Starbucks could save hundreds of dollars a day just by offering reusable coffee cups. Depending on the size of a coffee house’s customer base, the potential savings are impressive.
The second claim - that reusable cups increase customer satisfaction - originates from market research studies published in the same Starbucks/EDF report. Researchers found that 82% of customers surveyed favored reusable coffee cups. These customer noted that reusable cups “insulated coffee well, were attractive, and prevented waste” - all very good reasons. 59% of those surveyed cited environmental concerns as their primary reason for supporting reusable coffee cups. Interestingly, this survey took place in 2000, before global warming became a main-stream issue in the public eye. Chances are that even more customers favor reusable coffee cups in a “post-An Inconvenient Truth” world.
The final claim is that reusable cups can help a coffee business develop an identity to which customers can relate. Marketing people call this “developing brand equity”. Customers may think, I can buy my coffee anywhere, so why should I buy it at this coffee house? The answer is in a company’s brand. For example, drinking a Starbucks coffee has always been more than just coffee. Beginning in the 90’s, that white cup and green logo became part of an image, even part of a lifestyle. Right now, McDonald’s is working to brand its new espresso products as the antithesis of Starbucks. Billboards that state “Espresso served cold, not snobby” are hoping to capitalize on consumers who like their espresso, but don’t identify with the Starbucks image.
So how do reusable cups factor into positive brand equity? Remember that more than half of surveyed coffee drinkers care about the environment, and those same coffee drinkers are looking for businesses with which they can identify. A coffee house which displays support for reusable coffee cups is also branding itself as an environmentally aware and socially conscious business - something which is important to more than half of all coffee drinkers!
Regardless of the environmental implications, it’s hard to ignore the positive financial benefits reusable coffee cups offer. Sustainability Is Sexy offers programs which help businesses transform the potential of reusable coffee cups into real results. More information about these programs can be found at www.SustainabilityIsSexy.com/Join.html.
To steal from conventional investing wisdom – why should a business work to pay for coffee cups, when those coffee cups could be working to pay the business?
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While cruising the internet, I found a fantastic video on disposable paper cups. The clip is about 90 seconds long, and was made by a group of students at the University of Washington. Besides the collection of great pictures and impressive facts, the message is important - that using your own coffee cup can have an astounding environmental impact. It’s worth watching.
To those familiar with Sustainability Is Sexy, the message will be familiar. The video does; however, point out one interesting fact that SIS hasn’t touched - There are no recycling bins in Starbucks stores.
Why is this? After all, Starbucks is headquartered in Seattle, a caldera of eco-awareness. And the Emerald City doesn’t just talk the talk when it comes to the environment. According to Sustainable Industries, Seattle broke records in 2006 when nearly 50% of it’s collected waste went to recycling plants. The city did it again in 2008, when Seattle Mayor Greg Nickels banned plastic water bottles from city events, and proposed a fee on all paper and plastic grocery bags (a first in the nation, according to the Seattle Times).
However, it’s doubtful that Starbucks suffers from evil corporation syndrome. In fact, the answer may lie more in the realm of common sense. Most of the garbage produced by Starbucks is in the form of disposable coffee cups - and those cups can’t be recycled. The 2.3 billion “to-go” cups used by Starbucks every year are made from paper and covered with a thin plastic coating during the manufacturing process. SIS research shows the polyethylene plastic keeps liquids from leaking - but also renders the cup unrecycleable.
Not to say that Starbucks isn’t a purveyor of the problem. Twenty years ago, a stop into a coffee house was a rare part of morning routines. It was the Starbucks expansion in the 1990’s that led to the coffee culture phenomenon. And that phenomenon led to the prevelance of disposable coffee cups. Today, there’s not only a Starbucks on every corner, but a disposable cup in every coffee drinker’s hand.
So what can be done about the 2.3 billion cups that land in our nation’s dumps every year? Some environmentalists advocate that Starbucks should do more to make a recycle friendly cup. According to an article in the Columbus Dispatch, a manager of materials and engineer at SOLO Cup believes Starbucks isn’t doing all the can. “It’s all about the money; the question is whether they would be willing to pay for it”. Others advocate for a the coffee giant to make compostable cups, as does it’s regional rival, Tully’s Coffee.
However, both of these band-aid solutions avoid the real problem at hand - that our caffeine habits have become reliant on disposables. In the end, it’s up to the consumer. As an eco-friendly coffee drinker, you have the option to use your own reusable mug every day. Bring it! You’re efforts will save trees and energy, and reduce landfill garbage. If every coffee drinker used their own cup, there would be no need for recycle friendly disposables.
Who knows, maybe one day we could even rid Starbucks of the need for garbage cans too.
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Last week, I was asked a question which completely stumped my brain. “Which is the most eco-friendly disposable cup to use?” The question was asked by a writer from CHOW magazine who was working on an article about environmentally-friendly parties. The article, Drunk on Recycling, was published today and speaks more about disposable party cups than about coffee. Nonetheless, it’s still a good article. The writer raises the question about whether or not it’s acceptable to ask guests to bring their own cup to a party. Of course, answers to this question vary. Most readers seemed hesitant to ask guests to BYOC, and elected instead to use cups from their own shelves. After all, cups are cheap and easy to come by, many said.
But that still leaves the original question, “Which is the most eco-friendly disposable cup?” After the question was posed to me, I began researching the issue. The information I found reminded me of playground argument. The paper cup guys claimed some victory by arguing that their cups take less energy and materials to make than do Styrofoam ones. The Styrofoam people fought back, asserting that their cups could be recycled, whereas paper cups were destined for a landfill. Even newly made compostable cups carried some baggage. One “green” coffee roaster complained that his compostable cups leaked. And as is pointed out in the CHOW article, a compostable cup doesn’t do any good if there isn’t a compost bin in which to put it.
In the end, I came to this conclusion: There is no disposable cup which is truly eco-friendly. Using a cup only one time is wasteful because each one-time-use requires energy and materials and produces garbage. Just as it would be silly to wear a shirt only one time, or drive a new car every commute, it shouldn’t be accepted that we use a coffee cup just once.
This is a philosophy that can be applied to many in the disposable world. I spent a good part of my young adulthood shaving with a disposable razor. It was a abhorrent experience! The razors were cheaply made and didn’t work very well. I went through Gillette’s and Mach 3’s at an alarming rate, always looking for a fresh blade to keep a clean shave. After years and years, I made the switch to an electric razor. What a relief! No more garbage, no more spending money on new razors every few weeks, and no more worrying about a patchy shave due to a dull blade. Not only did I do something to cut down on my own waste, but I turned an experience I normally detested into something which I now can enjoy. Clever, aren’t I?
The same philosophy ought to apply to your coffee habit. Why drink out of a cheap disposable that won’t keep your coffee hot? Treat yourself by using a cup that will make your coffee pleasurable all day long. It seems to me that the most enjoyable cup to use is also the most eco-friendly. Be responsible, use a reusable coffee mug, and enjoy!
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I’ll be the first to admit - I spend a considerable amount of time on the internet. Some may say it isn’t healthy - but how can I give it up? The internet has become my number one resource for learning and staying connected. It serves as my phone book, my newspaper, and even now is replacing email and telephone time as a new way to interact with people.
There’s a lot of sites that connect eco-minded people and organizations. Unfortunately, it’s hard to test the waters without finding yourself submerged in a mess of networks, websites, and links.
One site I particularly like is GenGreen. It has a growing network of businesses and people, but their real strength is helping people find everything eco-minded. Think of this site almost as Google Gone Green. From their site, you can find Green Events, Coops and recycling centers, Green Business, and everything else. Best of all, your search is narrowed down by the state and region you live in. It’s nice.
The folks at GenGreen recently decided to place Sustainability Is Sexy as one of the featured businesses in Washington. If you’d like to check it out, here’s how to find us:
Go to gengreen.org
On the left hand side of the page, there is an image that says “Find.” Use the drop down menu to select your state, Washington.
From the Washington page, scroll down to view our “buttons” and select the button that says “Featured Businesses”
This page will display all of our featured businesses and organizations for the Western Region…. Sustainability is Sexy should be on the list!
If you do decided to join the GenGreen network, don’t forget to add Sustainability Is Sexy as a friend!
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Sustainability Is Sexy packed up its bags and went back to it’s roots for Earth Day last week. The University of Washington hosted Seattle’s biggest Earth Day fair - and SIS was there to spread the message about coffee cups and waste.
It’s been close to a year since I graduated from UW. Returning to a familiar place from the past can be a bit nerve-wrecking. Would people still care? Would my message be taken seriously? Because I’m a “real adult”, would anyone listen?
The answer to those questions were overwhelming. We were hit with a stampede of interest even before our set-up was finished. Maybe it was the new “Sustainability Is Sexy” coffee mugs, or maybe it was the brilliant bright green all around. But no matter what the draw, everyone wanted to know what SIS was all about. Most importantly, everyone wanted to be a part of the solution. We went home with empty boxes, as most of our new cups and info packets were in the hands of eco-informed coffee drinkers.
Perhaps even more amazing than the amount of people we spoke to was the huge range of people interested. We spoke with everyone from students in Birkenstocks and faculty in suits (and of course, suited students and faculty in Birkenstocks). The message of saving the world with reusable coffee cups is something in which everyone can participate.
If you don’t believe students are active in today’s world, then this event would have blown your mind. Thanks to the guys from Your Revolution for organizing such a big event - you guys rock! If you’d like to read about the event and the groups which participated, you can find an article by The Daily at UW here.
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The success of Sustainability Is Sexy completely relies on people getting involved, thinking about cups, and spreading our message. The bottom line is that we wouldn’t be around if you weren’t interested and engaged.
Out website at www.SustainabilityIsSexy.com is a great introduction to our message. But the website isn’t engaging - that’s what this blog is all about. Of course, we’ll be posting updates on our journey to spread the word about coffee cups. But we’ll also be writing on current events that tie in with our message.
The best thing you can do is to be a part of this community. Subscribe to updates with the link in the right hand column, and don’t be afraid to comment on posts. If you’re really into it, you can also give us tips on topics, or even contribute your own writing.
We’re still working out the bugs and making this site look pretty. - so keep in touch!
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Environmentalism is more than just coffee beans for Starbucks. “What about the eco-impact of disposable paper coffee cups?” I asked over my sandwich. After all, the 16 billion paper coffee cups used in the US every year add up to a lot of landfill garbage and consumed natural resources. Jim pointed out that Starbucks was the first company to offer paper coffee cups partially made from recycled content. The cups, 10% of which is post-consumer recycled fiber (PCF), is estimated to save tens of thousands of trees, a half million gallons of wastewater, and several million pounds of garbage from being trucked to landfills.
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