On April 22nd, Starbucks Coffee Canada celebrated Earth Day by encouraging customers to now drink their beverages from reuseable cups. This is the second year that Starbucks has given a complimentary cup of Cafe Estima Fair Trade Coffee to those who bring in their own reusable cup.
According to Colette Bennett, regional marketing manager of Starbucks Coffee Cananda, Starbucks wants "to encourage customers to share our passion to improve the world and help reduce waste by enjoying their daily coffee in a reusable mug." Bennett goes on to say, "as an incentive for customers to incorporate the reusable mug practice into their daily lives, Starbucks continually offers at $.10 discount to everyone who brings in their own mug to our stores."
I think that this is a great way to generate positive publicity for Starbucks Coffee Canada. It shows that the company is dedicated to the upkeep of the environment and it wants customers to adopt the same type of dedication. I believe if Starbucks in the United States were to do this, it would help to make a difference and it may do well. While it may only be a $.10 discount, customers would be more likely to bring in their own coffee cup.
Starbucks initiatives to support the environment, water, and education include: Post Consumer Fibre Cup, Ethos Water, Grounds for Your Garden, volunteering in the community, coffee sourcing, and addressing greenhouse gas emissions.
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