preview

Beans to a Cup: The Commodity Chain of a Cup of Coffee

argumentative Essay
1269 words
1269 words
bookmark

Coffee is a growing part of people’s daily lives. Just before the 9-5 weekdays, and even during the 9-5, it is common for the working class to drink a cup of coffee. To support this accustomed part of our culture, it involves a complex supply chain that allows those coffee beans to turn into a cup that can be consumed. This paper is structured on how Starbucks, the top coffee supplier in the world, can supply its stores, from raw materials to manufacturing, right to the start of someone’s day.
CEO of Starbucks, Howard Schultz, originally had the idea that Starbucks would have the community/traditional feel in their stores, and still serve high-quality coffee (“Our Heritage” 1). Adding an Italian vibe to the coffee shops, keeping its traditional logo, which is based on a mythical creature, and advertising some of its products in a more “traditional” style accomplished the first goal. For an example, Starbucks recently created a commercial about their Refreshers, which was about cooling someone down in the summer time, with the scenery of Tuscany in the background. Serving high-quality coffee was obtained by ordering coffee beans from where they naturally grow and giving it a perfect roast to give to a customer. It was a marketing strategy that helped Starbucks grow and transform its commodity chain to support gathering more raw materials for a cheaper and more efficient way.
The most important part of the cup of coffee, the coffee beans, is typically harvested from South America, mainly because of the fact that Starbucks uses Arabica beans (Weinberg 1), which is dependent on a temperate climate that exists on the majority of the continent. The country that provides the biggest market supply of coffee beans for Starbucks is Brazil ...

... middle of paper ...

...l Could Leave 700 Elmhurst Dairy Workers Unemployed." NY Daily News. N.p., 15 June 2011. Web. 11 Nov. 2013. .
"Our Heritage." Starbucks Coffee Company. N.p., n.d. Web. 13 Nov. 2013. .
Root, Jessica. "Green Living." TLC. Planet Green, n.d. Web. 11 Nov. 2013. .
T., Kate. "A Cup of Low-Cal Goodness." Starbucks Coffee Company. N.p., 16 Apr. 2010. Web. 11 Nov. 2013. .
Weinberg, Benett A. "Burned Beans — The Shame of Starbucks." World of Caffeine. N.p., 09 Mar. 2011. Web. 08 Nov. 2013. .

In this essay, the author

  • Explains how starbucks, the world's top coffee supplier, can supply its stores from raw materials to manufacturing, right to the start of someone’s day.
  • Explains how howard schultz, the ceo of starbucks, originally had the idea that starbucks would have the community/traditional feel in their stores, and still serve high-quality coffee.
  • Explains that starbucks uses arabica beans from south america, which is dependent on a temperate climate. the cost of production has been higher than the price per pound of coffee, causing an increase in farmer debt.
  • Explains that starbucks gets its sugar from maui, hawaii. the turbinado sugar is what is left of natural cane sugar after being stripped of its minerals at a refinery.
  • Explains that starbucks plans on reducing their waste by creating a reusable cup, which is made out of #5 plastic.
  • Explains that starbucks receives its milk from bartlett dairy, which is a middleman company, while dean foods is the country's largest milk producer.
  • Explains that the commodity chain for starbucks is complex because it is the world's biggest coffee chain that provides international surface all across the globe.
  • Concludes that starbucks' commodity chain transformed from supporting to one mom and pop maritime-based coffee shop in seattle to supporting an italian coffee corporation that is spread out over 62 countries.
  • Explains that sugar in the raw's "behind the scenes at starbucks supply chain operations it’s plan, source, make & deliver."
  • Explains that horizon organic stewardship facts - september 2011 was published on wikispaces.
  • Explains that california, 2011. web. 08 nov. 2013. kolecki, catherine. how products are made.
  • Explains that starbucks' new milk distribution deal could leave 700 elmhurstdairy workers unemployed.
  • Analyzes starbucks' "our heritage." starbucks coffee company. n.p., n.d.
Get Access