Conservation Columbia - Case Study Example

Conservation Columbia Contents Contents 2 About the Project 5 Analysis 7 Conclusion 9 References 10 Introduction This world is our home and it is about time that we take responsibility of caring for it and protecting it from environmental blows that destroy nature and deplete the beauty out of it. We, the people, are bestriding after wealth and money and in this race we have completely forgotten our values and obligations that we owe to mother earth. It is painfully abject to observe that we ruin the environment without even realizing that we are actually harming and obstructing the future of our coming generations. The malpractices are now required to be abated. We have been soliciting and exploiting our mother earth for way too long now and this ravaging of natural resources and environment must stop. Austerity measures must be taken to preserve the assets of nature. It is time to revamp Mother Nature, it is time to lead by example, and it is time to be vigilant of the repercussions of excessive human activity for the sake of economic expansion and urbanization. In the midst of such an excruciating scenario where no one really cares for the aesthetics of this world and where capitalists have turn their faces from reality, a stark initiative comes from the coffee king Starbucks (Conservation International, 2011). Conservation International (CI) is a ray hope under such intriguing and adverse circumstances. CI is a move in the right direction. CI works in partnerships with government and non-government organizations and corporations to get the ship moving. This partnership empowers CI to work on a variety of environmental friendly projects on a larger scale at the same time. In the above figure the areas served and addressed by CI have been displayed quite prominently. This figure goes onto show that CI has already set its priorities and is moving with a clearly laid out strategy and plan. CI functions for the welfare and preservation of our planet and ultimately the millions and billions of humans and other living beings yet to make it to earth. The core areas, highlighted above, where CI currently focuses upon are the necessities that actually make earth a perfect planet out of the entire solar system for the life to exist and nurture. The ecosystems that exist on earth on whom our life depends naturally and without whom life on earth would have been a fantasy are taken care of by CI. CI has not only realized the need to take action but it has also rejuvenated the spirits of corporate and governments to cooperate and participate in the cause of striving to protect earth, species of its denizens and nature. How CI is different from other NGOs and entities working for the similar cause is the range of its operations. The efforts for salvation made by CI are not restricted to a particular nation or region in fact its horizon expands to a distinct list of regions as mentioned in the figure below, About the Project With the rise of consumerism, hedonistic behavior has not only increased among humans but somehow it has also become acceptable. The escalating urge among humans to consume more and more under the banner of Capitalism has given license to its flag bearers to ravage the natural environment for the multiplication of their wealth and maximization of their pleasures and profits. This brings the world to an alarming situation and here emerges the need to have “a sustainable planet” as the agenda and manifesto of the establishment of every country (Conservation International, 2011). The growth and rise of transnational corporations have lead to a depletion of natural assets and resources in countries of the world. This has lead to a loud outcry from NGOs and publics to promote environmentally healthy and friendly practices across the globe. Sustainable global environment is also one of the demands of pressure groups not only because of its environmental significance to the world but also because of its economic impact that it has on jobs and employment. This is where CI has made the noticeable change to the world; it has formed alliances with the transnationals to ensure that the work done has a prominent and lasting impact. Throughout the length of the paper we will talk about one such alliance between CI and Starbucks. The milestones attained by Starbucks in the retailing of coffee worldwide are not hidden to the world. They retrieve coffee beans from the forests from across the globe. So the dependence of Starbucks on natural environment is quite vast and expansive. This gives Starbucks a natural reason to take care and look after the surroundings that have been reaping millions of worth of revenues and profits for them, year on year. The relationship between Starbucks and CI goes back to more than a decade where both have shown great dedication and commitment to the cause of conserving natural environments in the world and promoting ecosystem friendly practices for the cultivation of the best coffee beans in the world. Conservation Columbia is just another one of the several magical initiatives taken by the two under the same umbrella. The initiative of Conservation Columbia was introduced by CI and Starbucks way back in 2003. The initiative was an innovation in itself. This time the benefits of the project were not limited to the natural environment and its preservation only, in fact this time they were dispensed with the poor farmers as well. Columbian farmers are known to cultivate coffee at extremely elevated forests that are completely covered with clouds. This area of cultivation extends to more than 400,000 acres. This cloud forest is known to be home to several hundred species of different birds and animals, some of them also considered to be endangered species. CI and Starbucks realized the call for action and launched Conservation Columbia with the aim of conserving the naturally occurring rare and extremely precious biodiversity in the region by once again joining hands with one another. With this ongoing partnership, indigenous farmers are taught methods to cultivate their coffee beans using the most environmental friendly techniques, pesticides and fertilizers. This is the part that benefits the natural environment; the farmers are benefitted in person by Starbucks through lucrative remuneration. The coffee beans are purchased by Starbucks at premium prices and this provides the farmers with additional motivation to preserve and care for the environment they reside in. Analysis The implementation of this wonderful plan wouldn’t have been easy and effective without partnering with Starbucks; this is because Starbucks provides exposure to the project in its thousands of outlets across the globe. This not only adds value to the economic dimension of the project but it also helps CI create awareness regarding conservation of biodiversity in Columbia. This tends to gain a lot of attention from the Starbucks users and they also feel proud while paying for their coffees at a place that literally cares for nature and the environmental conservation on the planet. One question worth mentioning here is, why all of a sudden, for the past decade or so, Starbucks entered into partnership with CI? This query is particularly significant for the sake of a comprehensive analysis of the project under consideration. Well, this joining of hands by Starbucks with CI can be associated to the changes and transitions that the modern day business has come across, lately. With the emergence of NGOs, expansion and liberalization of Media and the growing consumerism, buying decision of a customer is no more pegged with price or quality of the product only. Now the customer is more conscious and aware and weighs his options well before exercising them. Ethical conduct and contribution made by the corporations towards the preservation of environment and its stance towards nature and its depletion play an important role in attracting the customer. This brings us to a modern day marketing concept of “Societal Marketing”. While developing marketing plans, corporations dedicate extra budgets to ethical and environmental practices, the practices of Starbucks are no exception. Conservation Columbia is a strategic step taken by Starbucks in the drive to go an extra mile to communicate to the prospects and current customers of the responsibility that Starbucks takes as a responsible player in the market (John Grgurich, 2011). Conservation Columbia is an extension of Coffee and Farmer Equity Program (C.A.F.E) that is being conducted by Starbucks and CI in collaboration with one another. The program, as discussed earlier, is aimed at improving the standard of living of the farmers as well. Under this program, Starbucks ensures that it purchases coffee beans that are certified of being cultivated under ethical conditions. As of 2010 84% of the coffee purchased was certified. By 2015 Starbucks eyes an aim of purchasing 100% certified coffee (Starbucks Coffee Company, 2010). The previous figure highlights the strategy followed by Starbucks and CI to endure that their practices and efforts lead to the desired result. The process starts from hiring of people, where the involved parties ensure that discriminatory or prejudiced practices are discouraged. The remuneration of the farmers is above the industry average resulting in the elevation and betterment of the standard of living of the farmers. The program also ensures that toxic materials are not used for coffee beans cultivation and the farmers do not destroy the natural habitats in their surrounding for the cultivation of the products. Finally the product produced is checked for the preset standards of quality of Starbucks and this premium quality product is transported to various Starbucks outlets all around the globe. With the help of this procedure Starbucks and CI have accomplished several goals successfully. For instance, since 2004, Starbucks has managed to preserve biodiversity in 99% of the farms under the program. 87% of the farms employ shade techniques to grow coffee beans under the forest canopy, helping them to build a healthy and sustainable environment. As of 2006, more than 75% of the farmers employed at farms were earning wages higher than the minimum average in the industry and till 2009, 99% of the underage children were provided accommodation that guaranteed that they attended school (Starbucks Coffee Company, 2010). Conclusion In all in all Conservation Columbia is an exemplary initiative taken by Starbucks in partnership with CI. This initiative has already started showing its true colors through the promising milestones attained by Starbucks so far, in terms of the green initiatives taken and biodiversity conservation programs. Conservation Columbia and the results that it has produced so far shall be the beginning of a better future or the opening bell that might mark the begging of a race among the corporations for making this earth a better planet to live in through excessive contribution and prevalence of green and healthy practices. References Conservation International, (2011). CI and Starbucks. Retrieved from http://www.conservation.org/campaigns/starbucks/Pages/default.aspx John Grgurich, (2011, November 17). This Coffee Stock Makes Money... The Right Way. Retrieved from http://www.msnbc.msn.com/id/45338542/ns/business-motley_fool/#.Ts_qxrI9S48 Starbuck Coffee Company, (2010). STARBUCKS; ethical coffee sourcing and farmer support. Retrieved from http://www.conservation.org/sites/celb/Documents/2011.06.22_Starbucks_Ethical_Sourcing_Factsheet_web.pdf Read More