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Starbucks campaign endorses Sumatran coffee farmers
Starbucks Indonesia introduced on Tuesday the Art in a Cup campaign.
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The Farmer Support Center (FSC) aims to provide coffee farmers with all the necessary knowledge related to coffee beans. (Shutterstock/File)
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tarbucks Indonesia introduced on Tuesday the Art in a Cup campaign aimed at promoting the art of espresso and supporting Sumatra’s coffee farmers.
"We want to make sure that our customers can understand, appreciate and enjoy the coffees [grown] here in Indonesia," Starbucks Indonesia director Anthony Cottan said during a press conference.
The campaign, which is slated to run until the end of April, encourages coffee lovers to enjoy popular Starbucks beverages, namely the Caramel Cream Frappucino Affogato Style, Caramel Macchiato, Vanilla Sweet Cream Cold Brew and Iced Matcha & Espresso Fusion, at a special price of Rp 35,000 (US$3).
In its support of coffee farmers in Sumatra, the world’s largest coffee chain has committed to planting one coffee tree for every 10 cups sold of these beverages.
Read also: Starbucks plans more mega stores
It will also donate 10 percent of every sold bag Sumatra whole bean, which will be used to improve schools and housing facilities in coffee plantations.
The campaign is not Starbucks’ first show of support of coffee farmers in North Sumatra. In 2015, the company established the Farmer Support Center (FSC), aiming to provide coffee farmers with training and education on coffee beans.
The center's agronomist, Surip Mawardi, said that the facility welcomed coffee farmer from across the archipelago to learn more about coffee.
Surip said the training was free of charge and its participants were not required to sell their coffee beans to Starbucks. (kes)
