Extension of the Video

We are very glad to receive so many insightful comments and in order to further discuss about this topic; We would like to add some thoughts here:

The most frequently points mentioned in their comments is the recent exposure of cruel treatment toward civets but due to the time constraints, we did not put too many pictures in the video. It refers to the beans of coffee berries once they have been eaten and egested by the Asian palm civet, The traditional method of collecting feces from wild civets has given way to intensive farming methods in which civets in battery cage systems are forced to feed the coffee beans. It’s one of the most expensive coffee in the world as high as hundreds US dollars per pound. The huge consumption and lucrative profit drive the market crazily and directly lead to the miserable life of the civets. Actually, the label does not incorporate any information about animal treatment but we feel obligated to add the story and encourage people to rethink their decisions while buying a cup of coffee.

Another fierce debate regarding our video is about the inconsistency about environment problems (deforestation, water pollution and contamination) caused by planting coffee beans and environment protections activities directed by LEED certification. It’s no doubt for some business; development has to be based on the sacrifice of environment for example automation, manufacturing and etc. It is inevitable but responsible companies always try to minimize the negative effect and attempt to make up like our case. Starbucks realizes the deforestation or contamination is unlikely to eliminate, however the company can improve the situation through cultivating its partners and train the farmers to plant in a more environmental friendly way. Additionally, it can improve its internal process though applying LEED certification to save energy and water. Even if their effort cannot achieve zero damage to environment but it deludes its negative impact.

There are some readers criticizing the so-called label is only marketing in order to persuade more people to consume its products, because indeed, it still keep making money based on those problems. Let’s try to think in company’s position, what is the responsibility of a company at all? Score profit, customer satisfaction, social responsibility and etc? The answers are driven by who are authentic shareholders. A responsible company can define its shareholders in broad perspective, make profit to satisfy investors, keep the company surviving and compensate the employee, produce minimum pollution to protect community as well as high quality products to meet the customer’s needs. Successful and sustainable business should be based on the balance of all shareholders as mentioned. Therefore, for these opponents, we encourage them to rethink in company’s stand and in a word, company’s success can facilitate society’s success as Wangshi (the CEO of biggest real estate company in China) said.