Starbucks’ new Digital Traceability device transforms each bag of coffee beans into a digital passport, according to the company.
The idea is to provide coffee drinkers with a virtual expedition to meet roasters, farmers, baristas, and to explore coffee-growing regions worldwide.
According to Starbucks, millions of its customers who reach for their favourite coffee each day may not realise the journey it travelled to reach them or the many people who make each cup possible.
Using a laptop or mobile device, coffee enthusiasts can visit traceability.starbucks.com to scan or enter the number on the back of any bag of whole bean coffee at Starbucks stores in the United States.
The mobile web app will take them to the part of the world where that coffee was produced, introduce them to some of the farmers who grow coffee and meet some of the roasters who modified the green coffee beans into their preferred roast.
The app was developed in partnership with Conservation International, a non-profit committed to environmental protection, CAFE Practices launched in 2004 as a complete set of economic, social, environmental, and quality guidelines for how coffee should be ethically sourced.
As stated by Starbucks Conservational International has continued to be a key partner and even helped collect critical feedback from farmers that provided insights into how Starbucks could leverage traceability to support farmers further.
Abigail Kroon, Traceability Manager on the Starbucks Global Coffee Team, helped develop the tool and according to her, there are many more farmer’s stories which is why Starbucks is so thrilled to have a way to share them with partners and customers.
With this platform we also have opportunity to share more information with coffee producers about where their coffee went and what it became. For many farmers growing coffee is more than just a job, it’s their passion and their life’s work – work that is celebrated and enjoyed around the world.Abigail Kroon, Traceability Manager on the Starbucks Global Coffee Team