Starbucks’ reputation has been built upon providing customers with an enjoyable experience, and has used this concept to set themselves apart from other coffee companies and create a name for themselves in the industry. Starbucks is also committed to being a socially responsible business, with numerous programs and initiatives that support farmers, environmental protection, and their environment; as one of the first companies to offer Fair Trade Certified coffees (a pioneer).

Starbucks is an international coffee retailer known for offering various blends of whole bean and ground coffee, handcrafted drinks, merchandise, and food items in over 18,000 stores located across 50 countries worldwide and boasting annual revenues in excess of $7 billion. It is headquartered in Seattle, Washington with over 7 billion in annual revenues generated each year.

Although Starbucks does not currently offer organic options, they do provide ethically-sourced products certified with Fair Trade certification, which guarantees farmers receive at least the minimum price per bean and have access to financial opportunities that could enhance their livelihoods. In addition, the company works to ensure long-term sustainability of its supply chain via Coffee and Farmer Equity practices.

Another factor underlying Starbuck’s refusal to offer organic coffee may be cost. Being such a large corporation selling in various markets with high production needs makes it challenging to offer exclusively organic beans due to requiring such an increased supply and risking an increase in prices for customers.

Starbucks beans are often produced on an industrial scale by farmers without adequate oversight to monitor their growing practices, which increases the likelihood that some may contain toxic materials. By comparison, specialty coffee beans tend to be grown under more controlled environments in smaller quantities and in lower volumes than their mass counterparts.

Starbucks must strive to exceed customer expectations if they wish to remain successful, particularly in an increasingly competitive market where customers are constantly being educated on what to expect from brands.