COLOMBIA – Renowned coffeehouse Starbucks has unveiled fresh packaging for its single-origin Colombia Nariño whole bean coffee, marking the tenth anniversary of its presence in the Colombian market.
The novel packaging pays homage to Nariño’s volcanic topography and the region’s natural panoramas, accentuating the vibrant blue sky.
The proximity of Nariño to the Andes and the Pacific Ocean renders it an optimal locale for cultivating distinct coffee flavors, as per the company’s assertion. Starbucks made its foray into the Colombian market in 2014, expanding its footprint to six cities, including Medellín, Cali, and Bogotá.
The Colombia Nariño coffee was introduced to Starbucks’ portfolio in the early 1990s and made available in Colombian stores in 2014. This product plays a pivotal role in supporting the local community, generating over 700 job opportunities.
Cielo Morera, Starbucks Colombia director, expressed enthusiasm about the milestone, stating, “Our team is delighted to commence our tenth-anniversary celebration by honoring Nariño, one of the most influential coffee-growing regions for Starbucks in Colombia.
“Since Starbucks inaugurated its Colombian venture in 2014, we have had the privilege of reinforcing our commitment to promoting locally grown coffee, featuring 100% Colombian coffee in our meticulously crafted espresso beverages and a diverse range of whole bean coffees.”
Sustainability initiatives in Colombia
In tandem with Starbucks’ collaboration with Conservation International in Huila, Colombia, the company persists in endeavors to safeguard and rehabilitate crucial forests upon which coffee communities rely.
Collaborating with diverse farmers across seven coffee-producing municipalities, Starbucks and Conservation International advocate restoration and conservation initiatives, monitoring carbon and water impacts in and around farms.
The advocacy for farmers extends to the community, with Starbucks and Conservation International jointly enhancing the capabilities of local plant nurseries, fostering awareness of local habitats, advancing community and stakeholder engagement, and enhancing water quality in adjacent watersheds.
In acknowledgment of Colombia’s National Coffee Day last year, Starbucks Colombia introduced the “Together for Coffee” program. A portion of sales from Colombian whole bean coffee supports local coffee communities.
Initially launched as a pilot program in 2022, the inaugural year witnessed the donation of 1,500 native trees to coffee growers in Nariño.
These trees offered essential shade to coffee plants, mitigating crop temperatures, ensuring higher bean quality, and bolstering profitability for local coffee farmers.
In 2023, Starbucks Colombia donated an additional 2,000 native trees to coffee growers in the Santander department through customer and partner (employee) contributions. The annual program is set to resume in the summer of 2024.
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