Starbucks Coffee Company has launched its first Starbucks Single-origin Yunnan coffee to usher in the New Year in China, in order to pay tribute to four years of close collaboration between the Starbucks China Farmer Support Center and local coffee farmers in Pu’er, Yunnan Province.
Available for a limited time across all Starbucks retail locations in Mainland China, the new product features 100% arabica coffee from the region, signifying an important step forward to completing the Starbucks China supply-chain, delivering premium coffee from bean to cup.
“The Starbucks Yunnan Coffee Project is about creating a positive impact on the local coffee farming communities and we are thrilled to bring this vision to life with the launch of the Starbucks Single-origin Yunnan coffee, especially at the beginning of the New Year,” said Belinda Wong, CEO, Starbucks China.
“We will continue to build on the strong foundations established by the Starbucks China Farmer Support Center to deepen our partnership with local farmers and to develop even more localized, high-quality coffee that can be celebrated and enjoyed in Starbucks stores across China and globally.”
“The Starbucks Single-origin Yunnan coffee is the fruits of labour for many local farmers and I am very excited that we are able to share them with our customers in China,” said Alan Tong, director, Starbucks Farmer Support Center.
Yunnan plays an important strategic role in Starbucks growth in China. In 2012, Starbucks established its first Asia-based Starbucks Farmer Support Center in Pu’er with the aspiration to help improve the quality of Yunnan coffee and to share it with the world.
Over the past four years, the Starbucks Farmer Support Center has trained nearly 10,000 farmers in Yunnan province on sustainable farming practices. It has also certified over 1,200 farms, covering nearly 11,000 hectares of land, through the company’s Coffee and Farmer Equity (C.A.F.E.) Practices.
Starbucks has a long history of collaboration with Yunnan coffee farmers. In early 2009, as part of the Starbucks 10th Anniversary celebrations in China, the company launched the Starbucks® South of the Clouds Blend®, featuring high-quality Yunnan arabica coffee beans, which is now available in Starbucks stores in numerous locations across Asia and the United States.