{"id":70933,"date":"2025-07-28T16:38:18","date_gmt":"2025-07-28T15:38:18","guid":{"rendered":"https:\/\/stories.starbucks.com\/emea\/?p=70933"},"modified":"2025-07-29T13:13:17","modified_gmt":"2025-07-29T12:13:17","slug":"journey-to-origin-where-it-all-began","status":"publish","type":"post","link":"https:\/\/stories.starbucks.com\/emea\/stories\/2025\/journey-to-origin-where-it-all-began\/","title":{"rendered":"Journey to Origin: Where it all began"},"content":{"rendered":"<div class=\"sbx-page-header-featured alignfull has-large-flow-space requires-no-top-page-spacing\">\n\t<div class=\"sbx-page-header-featured__inner\">\n\t\t<div class=\"sbx-page-header-featured__content\">\n\t\t\t\t\t\t\t<div class=\"sbx-page-header-featured__top-meta\">\n\t\t\t\t\t<a href=\"https:\/\/stories.starbucks.com\/emea\/stories\/category\/behind-the-green-apron\/\" class=\"sbux-pill\">\n\t\t\t\t\t\t<span>Behind the Green Apron<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t<h1\t\t\t\tclass=\"sbx-page-header-featured__title is-style-display-sm\"\n\t\t\t\titemprop=\"headline\"\n\t\t\t>\n\t\t\t\tJourney to Origin: Where it all began\t\t\t<\/h1>\n\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"sbx-page-header-featured__bottom-meta\">\n\t\t\t\t\t<div class=\"sbux-meta\">\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sbux-meta__item\">\n\t\t\t\t\t\t\t\t<time\n\t\t\t\t\t\t\t\t\titemprop=\"datePublished\"\n\t\t\t\t\t\t\t\t\tdatetime=\"2025-07-28T16:38:18+01:00\"\n\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\tJuly 28, 2025\t\t\t\t\t\t\t\t<\/time>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div\n\t\t\t\tclass=\"sbx-page-header-featured__media\"\n\t\t\t\tstyle=\"--x: 0.5; --y: 0.5\"\n\t\t\t>\n\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_40_02.Still028-1.png\" class=\"sbx-page-header-featured__image wp-post-image\" alt=\"\" itemprop=\"image\" sizes=\"(max-width: 320px) 300px, (max-width: 586px) 480px, (max-width: 864px) 768px, 1280px\" loading=\"eager\" srcset=\"https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_40_02.Still028-1.png 1920w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_40_02.Still028-1-300x169.png 300w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_40_02.Still028-1-1024x576.png 1024w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_40_02.Still028-1-768x432.png 768w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_40_02.Still028-1-1536x864.png 1536w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_40_02.Still028-1-1280x720.png 1280w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_40_02.Still028-1-480x270.png 480w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_40_02.Still028-1-320x180.png 320w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_40_02.Still028-1-160x90.png 160w\" \/>\t\t\t<\/div>\n\t\t\t\t<!-- endif -->\n\t<\/div>\n<\/div>\n\n\n<div class=\"sbux-post-meta-container content-flow--narrow alignleft\">\n\t\n<ul class=\"sbux-share-post\">\n\t\n\t\t\t<li class=\"sbux-share-post__item\">\n\t\t\t<a\tclass=\"sbux-icon-button sbux-site-header__action\"\n\ttarget=\"_blank\" href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/stories.starbucks.com\/emea\/stories\/2025\/journey-to-origin-where-it-all-began\/\">\n\t<span class=\"sbux-icon-button__circle\">\n\t\t<span class=\"sbux-icon-button__icon-container\">\n\t\t\t<span class=\"sbux-icon-button__icon\">\n\t\t\t\t<svg\n\taria-hidden=\"true\"\n\tfill=\"none\"\n\tfocusable=\"false\"\n\theight=\"24\"\n\tviewBox=\"0 0 24 24\"\n\twidth=\"24\"\n\txmlns=\"http:\/\/www.w3.org\/2000\/svg\"\n>\n\t<path\n\t\td=\"M9.2 13.52V21h4.07v-7.48h3.04l.63-3.44h-3.67V8.87c0-1.82.71-2.52 2.56-2.52.57 0 1.03.02 1.3.05V3.28c-.5-.14-1.74-.28-2.45-.28C10.93 3 9.2 4.78 9.2 8.6v1.48H6.87v3.44H9.2Z\"\n\t\tfill=\"currentColor\"\n\t\/>\n<\/svg>\n\t\t\t\t<svg\n\taria-hidden=\"true\"\n\tfill=\"none\"\n\tfocusable=\"false\"\n\theight=\"24\"\n\tviewBox=\"0 0 24 24\"\n\twidth=\"24\"\n\txmlns=\"http:\/\/www.w3.org\/2000\/svg\"\n>\n\t<path\n\t\td=\"M9.2 13.52V21h4.07v-7.48h3.04l.63-3.44h-3.67V8.87c0-1.82.71-2.52 2.56-2.52.57 0 1.03.02 1.3.05V3.28c-.5-.14-1.74-.28-2.45-.28C10.93 3 9.2 4.78 9.2 8.6v1.48H6.87v3.44H9.2Z\"\n\t\tfill=\"currentColor\"\n\t\/>\n<\/svg>\n\t\t\t<\/span>\n\t\t<\/span>\n\t<\/span>\n\t<span class=\"sbux-icon-button__label visually-hidden\">Share this post on Facebook<\/span>\n\t<span class=\"sbux-icon-button__backdrop\"><\/span>\n<\/a>\n\t\t<\/li>\n\t\n\t\t\t<li class=\"sbux-share-post__item\">\n\t\t\t<a\tclass=\"sbux-icon-button sbux-site-header__action\"\n\ttarget=\"_blank\" href=\"https:\/\/www.threads.net\/intent\/post?text=\u201cI\u2019ve been with Starbucks for nine years now and started as a Green Apron Partner,\u201d says Barb Sl\u00e1dkov\u00e1, now a Marketing Specialist at Starbucks, \u201cI\u2019ve spent almost a decade studying coffee craft \u2013 I was lucky enough to be named Barista Champion for the UK in 2021. I didn\u2019t think there was much that could [&hellip;]&amp;url=https:\/\/stories.starbucks.com\/emea\/stories\/2025\/journey-to-origin-where-it-all-began\/\">\n\t<span class=\"sbux-icon-button__circle\">\n\t\t<span class=\"sbux-icon-button__icon-container\">\n\t\t\t<span class=\"sbux-icon-button__icon\">\n\t\t\t\t<svg\n\taria-hidden=\"true\"\n\tfill=\"none\"\n\tfocusable=\"false\"\n\theight=\"24\"\n\tviewBox=\"0 0 24 24\"\n\twidth=\"24\"\n\txmlns=\"http:\/\/www.w3.org\/2000\/svg\"\n>\n\t<path\n\t\td=\"m16.07 11.24.23.1a4.6 4.6 0 0 1 2.32 2.3c.59 1.37.64 3.6-1.14 5.37-1.35 1.36-3 1.97-5.34 1.99h-.01c-2.64-.02-4.66-.9-6.02-2.63-1.2-1.54-1.83-3.68-1.85-6.36V12c.01-2.69.64-4.83 1.85-6.37C7.47 3.9 9.49 3.02 12.13 3c2.64.02 4.69.9 6.1 2.62.68.85 1.2 1.88 1.51 3.06l-1.51.4a6.59 6.59 0 0 0-1.2-2.44c-1.1-1.35-2.74-2.04-4.9-2.05-2.14.02-3.75.7-4.8 2.04C6.33 7.88 5.82 9.68 5.8 12c.02 2.31.53 4.12 1.51 5.37 1.05 1.34 2.67 2.02 4.8 2.04 1.94-.01 3.21-.47 4.27-1.53a3.27 3.27 0 0 0 .8-3.6 2.86 2.86 0 0 0-1.2-1.3c-.13 1-.43 1.8-.92 2.42a3.53 3.53 0 0 1-2.72 1.33 3.98 3.98 0 0 1-2.4-.6 2.8 2.8 0 0 1-1.28-2.23c-.1-1.8 1.33-3.1 3.56-3.24.8-.04 1.54 0 2.22.1-.09-.55-.27-.99-.54-1.31-.38-.44-.96-.66-1.74-.67h-.02c-.62 0-1.46.17-2 .99l-1.29-.89a3.8 3.8 0 0 1 3.3-1.69h.02c2.35.02 3.75 1.48 3.89 4.04Zm-5.85 2.58c.05.94 1.06 1.38 2.04 1.32.96-.05 2.05-.43 2.24-2.74a7.62 7.62 0 0 0-2.17-.15c-1.61.09-2.15.87-2.1 1.56h-.01Z\"\n\t\tfill=\"currentColor\"\n\t\/>\n<\/svg>\n\t\t\t\t<svg\n\taria-hidden=\"true\"\n\tfill=\"none\"\n\tfocusable=\"false\"\n\theight=\"24\"\n\tviewBox=\"0 0 24 24\"\n\twidth=\"24\"\n\txmlns=\"http:\/\/www.w3.org\/2000\/svg\"\n>\n\t<path\n\t\td=\"m16.07 11.24.23.1a4.6 4.6 0 0 1 2.32 2.3c.59 1.37.64 3.6-1.14 5.37-1.35 1.36-3 1.97-5.34 1.99h-.01c-2.64-.02-4.66-.9-6.02-2.63-1.2-1.54-1.83-3.68-1.85-6.36V12c.01-2.69.64-4.83 1.85-6.37C7.47 3.9 9.49 3.02 12.13 3c2.64.02 4.69.9 6.1 2.62.68.85 1.2 1.88 1.51 3.06l-1.51.4a6.59 6.59 0 0 0-1.2-2.44c-1.1-1.35-2.74-2.04-4.9-2.05-2.14.02-3.75.7-4.8 2.04C6.33 7.88 5.82 9.68 5.8 12c.02 2.31.53 4.12 1.51 5.37 1.05 1.34 2.67 2.02 4.8 2.04 1.94-.01 3.21-.47 4.27-1.53a3.27 3.27 0 0 0 .8-3.6 2.86 2.86 0 0 0-1.2-1.3c-.13 1-.43 1.8-.92 2.42a3.53 3.53 0 0 1-2.72 1.33 3.98 3.98 0 0 1-2.4-.6 2.8 2.8 0 0 1-1.28-2.23c-.1-1.8 1.33-3.1 3.56-3.24.8-.04 1.54 0 2.22.1-.09-.55-.27-.99-.54-1.31-.38-.44-.96-.66-1.74-.67h-.02c-.62 0-1.46.17-2 .99l-1.29-.89a3.8 3.8 0 0 1 3.3-1.69h.02c2.35.02 3.75 1.48 3.89 4.04Zm-5.85 2.58c.05.94 1.06 1.38 2.04 1.32.96-.05 2.05-.43 2.24-2.74a7.62 7.62 0 0 0-2.17-.15c-1.61.09-2.15.87-2.1 1.56h-.01Z\"\n\t\tfill=\"currentColor\"\n\t\/>\n<\/svg>\n\t\t\t<\/span>\n\t\t<\/span>\n\t<\/span>\n\t<span class=\"sbux-icon-button__label visually-hidden\">Share this post on Threads<\/span>\n\t<span class=\"sbux-icon-button__backdrop\"><\/span>\n<\/a>\n\t\t<\/li>\n\t\n\t\t\t<li class=\"sbux-share-post__item\">\n\t\t\t<a\tclass=\"sbux-icon-button sbux-site-header__action\"\n\ttarget=\"_blank\" href=\"https:\/\/www.linkedin.com\/shareArticle?mini=true&amp;summary=\u201cI\u2019ve been with Starbucks for nine years now and started as a Green Apron Partner,\u201d says Barb Sl\u00e1dkov\u00e1, now a Marketing Specialist at Starbucks, \u201cI\u2019ve spent almost a decade studying coffee craft \u2013 I was lucky enough to be named Barista Champion for the UK in 2021. I didn\u2019t think there was much that could [&hellip;]&amp;title=Journey to Origin: Where it all began&amp;url=https:\/\/stories.starbucks.com\/emea\/stories\/2025\/journey-to-origin-where-it-all-began\/\">\n\t<span class=\"sbux-icon-button__circle\">\n\t\t<span class=\"sbux-icon-button__icon-container\">\n\t\t\t<span class=\"sbux-icon-button__icon\">\n\t\t\t\t<svg\n\taria-hidden=\"true\"\n\tfill=\"none\"\n\tfocusable=\"false\"\n\theight=\"24\"\n\tviewBox=\"0 0 24 24\"\n\twidth=\"24\"\n\txmlns=\"http:\/\/www.w3.org\/2000\/svg\"\n>\n\t<path\n\t\td=\"M3 5.161a2.162 2.162 0 0 1 4.323 0c0 1.194-.968 2.182-2.162 2.182C3.969 7.343 3 6.355 3 5.161ZM20.995 21H21v-6.602c0-3.23-.695-5.718-4.47-5.718-1.816 0-3.034.996-3.531 1.94h-.053V8.983h-3.58v12.017h3.728v-5.95c0-1.567.297-3.082 2.237-3.082 1.912 0 1.94 1.788 1.94 3.182V21h3.724ZM3.297 8.983h3.732V21H3.297V8.983Z\"\n\t\tfill=\"currentColor\"\n\t\/>\n<\/svg>\n\t\t\t\t<svg\n\taria-hidden=\"true\"\n\tfill=\"none\"\n\tfocusable=\"false\"\n\theight=\"24\"\n\tviewBox=\"0 0 24 24\"\n\twidth=\"24\"\n\txmlns=\"http:\/\/www.w3.org\/2000\/svg\"\n>\n\t<path\n\t\td=\"M3 5.161a2.162 2.162 0 0 1 4.323 0c0 1.194-.968 2.182-2.162 2.182C3.969 7.343 3 6.355 3 5.161ZM20.995 21H21v-6.602c0-3.23-.695-5.718-4.47-5.718-1.816 0-3.034.996-3.531 1.94h-.053V8.983h-3.58v12.017h3.728v-5.95c0-1.567.297-3.082 2.237-3.082 1.912 0 1.94 1.788 1.94 3.182V21h3.724ZM3.297 8.983h3.732V21H3.297V8.983Z\"\n\t\tfill=\"currentColor\"\n\t\/>\n<\/svg>\n\t\t\t<\/span>\n\t\t<\/span>\n\t<\/span>\n\t<span class=\"sbux-icon-button__label visually-hidden\">Share this post on LinkedIn<\/span>\n\t<span class=\"sbux-icon-button__backdrop\"><\/span>\n<\/a>\n\t\t<\/li>\n\t\n\t<li class=\"sbux-share-post__item\">\n\t\t<button\tclass=\"sbux-icon-button sbux-site-header__action\"\n\tdata-copy-to-clipboard=\"1\">\n\t<span class=\"sbux-icon-button__circle\">\n\t\t<span class=\"sbux-icon-button__icon-container\">\n\t\t\t<span class=\"sbux-icon-button__icon\">\n\t\t\t\t<svg\n\taria-hidden=\"true\"\n\tfill=\"none\"\n\tfocusable=\"false\"\n\theight=\"24\"\n\tviewBox=\"0 0 24 24\"\n\twidth=\"24\"\n\txmlns=\"http:\/\/www.w3.org\/2000\/svg\"\n>\n\t<path\n\t\td=\"M17 7c1.39 0 2.56.48 3.54 1.46A4.83 4.83 0 0 1 22 12c0 1.38-.48 2.56-1.46 3.54A4.83 4.83 0 0 1 17 17h-3.5a.75.75 0 0 1 0-1.5H17a3.5 3.5 0 1 0-.03-7H13.5a.75.75 0 0 1 0-1.5H17ZM4.52 14.47A3.5 3.5 0 0 1 7 8.5h3.5a.75.75 0 0 0 0-1.5H7c-1.38 0-2.56.5-3.54 1.46A4.8 4.8 0 0 0 2 12c0 1.38.49 2.56 1.46 3.54A4.81 4.81 0 0 0 7 17h3.5a.75.75 0 0 0 0-1.5H7.03c-.94 0-1.84-.37-2.5-1.03Zm4.36-3.22h6.25a.75.75 0 0 1 0 1.5H8.88a.75.75 0 0 1 0-1.5Z\"\n\t\tfill=\"currentColor\"\n\t\/>\n<\/svg>\n\t\t\t\t<svg\n\taria-hidden=\"true\"\n\tfill=\"none\"\n\tfocusable=\"false\"\n\theight=\"24\"\n\tviewBox=\"0 0 24 24\"\n\twidth=\"24\"\n\txmlns=\"http:\/\/www.w3.org\/2000\/svg\"\n>\n\t<path\n\t\td=\"M17 7c1.39 0 2.56.48 3.54 1.46A4.83 4.83 0 0 1 22 12c0 1.38-.48 2.56-1.46 3.54A4.83 4.83 0 0 1 17 17h-3.5a.75.75 0 0 1 0-1.5H17a3.5 3.5 0 1 0-.03-7H13.5a.75.75 0 0 1 0-1.5H17ZM4.52 14.47A3.5 3.5 0 0 1 7 8.5h3.5a.75.75 0 0 0 0-1.5H7c-1.38 0-2.56.5-3.54 1.46A4.8 4.8 0 0 0 2 12c0 1.38.49 2.56 1.46 3.54A4.81 4.81 0 0 0 7 17h3.5a.75.75 0 0 0 0-1.5H7.03c-.94 0-1.84-.37-2.5-1.03Zm4.36-3.22h6.25a.75.75 0 0 1 0 1.5H8.88a.75.75 0 0 1 0-1.5Z\"\n\t\tfill=\"currentColor\"\n\t\/>\n<\/svg>\n\t\t\t<\/span>\n\t\t<\/span>\n\t<\/span>\n\t<span class=\"sbux-icon-button__label visually-hidden\">Copy link to this post<\/span>\n\t<span class=\"sbux-icon-button__backdrop\"><\/span>\n<\/button>\n\t<\/li>\n<\/ul>\n\n\n\n<\/div>\n\n\n<ul class=\"sbux-post-details is-style-meta\">\n\t<li class=\"sbux-post-details__item\">\n\t\t<time\n\t\t\titemprop=\"timeRequired\"\n\t\t\tdatetime=\"PT6M\"\n\t\t>\n\t\t\t6 min read\t\t<\/time>\n\t<\/li>\n\t\t<li class=\"sbux-post-details__item\">\n\t\t<time\n\t\t\titemprop=\"datePublished\"\n\t\t\tdatetime=\"2025-07-28T16:38:18+01:00\"\n\t\t>\n\t\t\tJuly 28, 2025\t\t<\/time>\n\t<\/li>\n\t<\/ul>\n\n\n<body><p class=\"has-drop-cap wp-block-paragraph\">\u201cI\u2019ve been with Starbucks for nine years now and started as a Green Apron Partner,\u201d says Barb Sl\u00e1dkov\u00e1, now a Marketing Specialist at Starbucks, \u201cI\u2019ve spent almost a decade studying coffee craft \u2013 I was lucky enough to be named Barista Champion for the UK in 2021. I didn\u2019t think there was much that could surprise me about coffee anymore \u2013 until I went on the Origin Experience.\u201d<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">Every year, a cohort of partners from all over the world are selected to visit Starbucks coffee producing regions \u2013 Rwanda, Costa Rica, and Indonesia \u2013 for a trip known as the Origin Experience. Over the course of three days, they discover the \u201cfirst 10 feet\u201d of our supply chain, following the journey of a coffee bean all the way back to its origin. Open to partners across the business \u2013 from barista to boardroom \u2013 those from Europe, the Middle East and Africa (EMEA) travel to Rwanda, \u2018The Land of a Thousand Hills\u2019, where rich soil and high altitudes have allowed coffee farms to flourish.<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">From farmers to dry millers, agronomists, quality assurance specialists, and exporters \u2013 the Origin Experience honours those who our customers never have the chance to meet, but who are as integral to the Starbucks supply chain as the baristas who craft our drinks in store. Join us as we explore why a few lucky Starbucks partners are sent on this unique journey each year, and why so many describe it as \u2018life changing\u2019.\u00a0<\/p>\n<\/body>\n\n\n<figure class=\"wp-block-video\"><video height=\"1080\" style=\"aspect-ratio: 1920 \/ 1080;\" width=\"1920\" controls src=\"https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_Origin-Experience_2025_STORY1_16x9_final_250729_subs_7Mbps-1.mp4\"><\/video><\/figure>\n\n\n<body><p class=\"wp-block-paragraph\"><strong>Honouring the past, securing the future<\/strong><\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">\u201cSo few people ever get to experience something like this,\u201d says Category Specialist Ben Hobby-Osman, from the UK, who accompanied Barb on this year\u2019s trip to Rwanda, \u201cwhen I got the call, I felt this immense sense of responsibility wash over me. I knew I had a duty to carry each farmer\u2019s story back home with me, to show others: this is why what we\u2019re doing matters.\u201d<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">Being nominated for the Origin Experience is a recognition of a partner\u2019s unwavering dedication to coffee craft. To be in with a chance of selection, they have to have completed all levels of the Starbucks Coffee Academy, achieving Coffee Master status.<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">\u201cMany of the partners who go on the Origin Experience have waited for a decade or more for this opportunity,\u201d explains Alvaro Dominguez, Retail Planning and Communications for Starbucks EMEA, who plays a critical role in the smooth running of the programme, \u201cit\u2019s an incredible milestone in a partner\u2019s career. They\u2019re entrusted to embody Starbucks values and bring what they learn back home to educate others. Being nominated is a recognition of their knowledge, skill, and ability to inspire others.\u201d<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">The annual programme has been running since 2010 and, in that time, hundreds of partners have made the journey. This year, partners from EMEA hailed from 21 countries. Some of the cherries harvested by this year\u2019s cohort came from trees planted by their predecessors years before. Just like past alum, attendees this year also planted their own trees. This cyclical rhythm echoes the cadence of the harvest seasons in Rwanda itself. Coffee trees bloom in September and October, the bright red cherries then picked in March and July \u2013 a cadence that has paced rural life in Rwanda for generations.<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">Today, almost half a million smallholder farmers depend on that cycle and the impact of the coffee industry ripples across the entire country. After the devastating 1994 genocide, coffee farming became a lifeline for many, aiding the country\u2019s economic recovery. Today, Rwanda produces <a href=\"https:\/\/rdb.rw\/export\/export\/products-directory\/coffee-sector\/#:~:text=Coffee%20plants%20flower%20in%20September,volumes%20and%20revenues%20every%20year.\" class=\"is-external-link\" aria-describedby=\"external-link-description\" target=\"_blank\" rel=\"noopener noreferrer\">up to 22,000 metric tons<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\" height=\"13\" viewBox=\"0 0 13 13\" width=\"13\">\n\t<path d=\"M13 .43v3.9a.43.43 0 1 1-.87 0V1.48l-6.19 6.2a.43.43 0 0 1-.61 0 .43.43 0 0 1 0-.62l6.2-6.2H8.66a.43.43 0 1 1 0-.86h3.9c.24 0 .43.2.43.43ZM11.27 11.7V6.5a.43.43 0 1 0-.87 0v5.2c0 .24-.2.43-.43.43H1.3a.43.43 0 0 1-.43-.43V3.03c0-.24.2-.43.43-.43h5.2a.43.43 0 1 0 0-.87H1.3c-.72 0-1.3.59-1.3 1.3v8.67c0 .72.58 1.3 1.3 1.3h8.67c.71 0 1.3-.58 1.3-1.3Z\" fill=\"currentColor\"><\/path>\n<\/svg><\/a> of coffee cherries each year \u2013 in 2023 alone, coffee exports totalled <a href=\"https:\/\/oec.world\/en\/profile\/bilateral-product\/coffee\/reporter\/rwa\" class=\"is-external-link\" aria-describedby=\"external-link-description\" target=\"_blank\" rel=\"noopener noreferrer\">$89.3 million<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\" height=\"13\" viewBox=\"0 0 13 13\" width=\"13\">\n\t<path d=\"M13 .43v3.9a.43.43 0 1 1-.87 0V1.48l-6.19 6.2a.43.43 0 0 1-.61 0 .43.43 0 0 1 0-.62l6.2-6.2H8.66a.43.43 0 1 1 0-.86h3.9c.24 0 .43.2.43.43ZM11.27 11.7V6.5a.43.43 0 1 0-.87 0v5.2c0 .24-.2.43-.43.43H1.3a.43.43 0 0 1-.43-.43V3.03c0-.24.2-.43.43-.43h5.2a.43.43 0 1 0 0-.87H1.3c-.72 0-1.3.59-1.3 1.3v8.67c0 .72.58 1.3 1.3 1.3h8.67c.71 0 1.3-.58 1.3-1.3Z\" fill=\"currentColor\"><\/path>\n<\/svg><\/a>.<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">The Origin Experience honours the history of the land where Starbucks coffee is grown, and the people shaped by it. As well as time spent on the farm or in the drying mill, partners are encouraged to engage with the communities that surround the industry. This year, attendees visited the women of <a href=\"https:\/\/www.handsofmothers.org\/ineza\" class=\"is-external-link\" aria-describedby=\"external-link-description\" target=\"_blank\" rel=\"noopener noreferrer\">Ineza<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\" height=\"13\" viewBox=\"0 0 13 13\" width=\"13\">\n\t<path d=\"M13 .43v3.9a.43.43 0 1 1-.87 0V1.48l-6.19 6.2a.43.43 0 0 1-.61 0 .43.43 0 0 1 0-.62l6.2-6.2H8.66a.43.43 0 1 1 0-.86h3.9c.24 0 .43.2.43.43ZM11.27 11.7V6.5a.43.43 0 1 0-.87 0v5.2c0 .24-.2.43-.43.43H1.3a.43.43 0 0 1-.43-.43V3.03c0-.24.2-.43.43-.43h5.2a.43.43 0 1 0 0-.87H1.3c-.72 0-1.3.59-1.3 1.3v8.67c0 .72.58 1.3 1.3 1.3h8.67c.71 0 1.3-.58 1.3-1.3Z\" fill=\"currentColor\"><\/path>\n<\/svg><\/a>, a sewing cooperative founded by genocide survivors. It\u2019s an enduring reminder of the country\u2019s painful history, but also of the powerful communities to emerge from it. Highly skilled tailors, the women crafted elaborate Starbucks aprons for the visitors, adorned with the geometric patterns and bold colours of traditional Rwandan dress.<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">\u201cThe country\u2019s genocide isn\u2019t ancient history, the remnants of what happened are still felt everywhere,\u201d Ben says, \u201cwe were incredibly moved by the resilience of the people we met. It\u2019s an experience that will stick with me forever.\u201d \u00a0<\/p>\n<\/body>\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_01_11.Still017.png\" alt=\"\" class=\"wp-image-71061\" srcset=\"https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_01_11.Still017.png 1920w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_01_11.Still017-300x169.png 300w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_01_11.Still017-1024x576.png 1024w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_01_11.Still017-768x432.png 768w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_01_11.Still017-1536x864.png 1536w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_01_11.Still017-1280x720.png 1280w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_01_11.Still017-480x270.png 480w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_01_11.Still017-320x180.png 320w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_01_11.Still017-160x90.png 160w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n<body><p class=\"wp-block-paragraph\"><strong>Measuring our impact<\/strong><\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">Importantly, the Origin Experience allows partners to orient themselves within the coffee supply chain \u2013 so they can appreciate their own individual impact as well as Starbucks impact on farmers, their families, and the community at large.<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">\u201cWhen you\u2019re drinking a Starbucks latte, you\u2019re not thinking about all the hands those beans had to pass through to get to you,\u201d Barb says, \u201csitting in my office back in the UK, that whole process can seem so abstract, you feel far removed from that first 10 feet. But now that I\u2019ve seen it up close, it\u2019s brought to life my part in this much bigger story. Now when I\u2019m approaching a new marketing campaign, I\u2019m weighing it against the people I met in Rwanda, wondering if my work respects their craft and honours their stories.\u201d<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">The Farmer Support Centre is an important stop on the partners\u2019 journey in Rwanda, where they meet agronomists whose research into soil nutrition, pest-control, and tree breeding helps protect farmers\u2019 livelihoods. The experience sheds light on our <a href=\"https:\/\/about.starbucks.com\/press\/2024\/cafe-practices-starbucks-approach-to-ethically-sourcing-coffee\/\" class=\"is-external-link\" aria-describedby=\"external-link-description\" target=\"_blank\" rel=\"noopener noreferrer\">Coffee and Farmer Equity (C.A.F.E.) Practices<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\" height=\"13\" viewBox=\"0 0 13 13\" width=\"13\">\n\t<path d=\"M13 .43v3.9a.43.43 0 1 1-.87 0V1.48l-6.19 6.2a.43.43 0 0 1-.61 0 .43.43 0 0 1 0-.62l6.2-6.2H8.66a.43.43 0 1 1 0-.86h3.9c.24 0 .43.2.43.43ZM11.27 11.7V6.5a.43.43 0 1 0-.87 0v5.2c0 .24-.2.43-.43.43H1.3a.43.43 0 0 1-.43-.43V3.03c0-.24.2-.43.43-.43h5.2a.43.43 0 1 0 0-.87H1.3c-.72 0-1.3.59-1.3 1.3v8.67c0 .72.58 1.3 1.3 1.3h8.67c.71 0 1.3-.58 1.3-1.3Z\" fill=\"currentColor\"><\/path>\n<\/svg><\/a>, which all partners are aware of but few have the chance to witness in action.<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">\u00a0\u201cVisiting a coffee farm, you\u2019re struck by just how fragile this process is,\u201d Barb says, \u201cbad weather, poor soil, pests \u2013 there\u2019s so much that can go wrong and people\u2019s livelihoods hang in the balance. The Starbucks Farmer Support Centre is a real lifeline for farmers. The agronomists we met share knowledge and advice with people all over the world \u2013 even those not affiliated with Starbucks. It was incredible to see all these highly knowledgeable, passionate individuals working together to secure the future of coffee.\u201d \u00a0<\/p>\n<\/body>\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" data-id=\"71073\" src=\"https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_00_36_19.Still013-1-1024x576.png\" alt=\"\" class=\"wp-image-71073\" srcset=\"https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_00_36_19.Still013-1-1024x576.png 1024w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_00_36_19.Still013-1-300x169.png 300w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_00_36_19.Still013-1-768x432.png 768w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_00_36_19.Still013-1-1536x864.png 1536w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_00_36_19.Still013-1-480x270.png 480w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_00_36_19.Still013-1-1280x720.png 1280w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_00_36_19.Still013-1-320x180.png 320w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_00_36_19.Still013-1-160x90.png 160w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_00_36_19.Still013-1.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" data-id=\"71069\" src=\"https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_27_17.Still026-1024x576.png\" alt=\"\" class=\"wp-image-71069\" srcset=\"https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_27_17.Still026-1024x576.png 1024w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_27_17.Still026-300x169.png 300w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_27_17.Still026-768x432.png 768w, https:\/\/about.starbucks.com\/uploads\/sites\/17\/2025\/07\/SBUX_RWANDA_2025_STORY2_CUT_03.00_01_27_17.Still026.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n<body><p class=\"wp-block-paragraph\"><strong>Connected through craft<\/strong><\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">Partners who go on the Origin Experience come away with a deeper connection to coffee, Starbucks, and each other. \u201cBefore I went, people told me the Origin Experience is life changing and I didn\u2019t really believe them,\u201d says Ben, \u201cbut once you\u2019ve seen how many lives are touched by our coffee, and the amount of care, passion and community that surrounds the production process, you\u2019ll never look at a latte the same way again. Coffee really does connect us.\u201d<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">To learn more about Ben and Barb\u2019s experience in Rwanda, <a href=\"https:\/\/stories.starbucks.com\/emea\/stories\/2025\/journey-to-origin-coffee-lessons-from-rwanda\/\">read their story here.<\/a><\/p>\n<\/body>","protected":false},"excerpt":{"rendered":"<p>\u201cI\u2019ve been with Starbucks for nine years now and started as a Green Apron Partner,\u201d says Barb Sl\u00e1dkov\u00e1, now a Marketing Specialist at Starbucks, \u201cI\u2019ve spent almost a decade studying coffee craft \u2013 I was lucky enough to be named Barista Champion for the UK in 2021. I didn\u2019t think there was much that could [&hellip;]<\/p>\n","protected":false},"author":773,"featured_media":71053,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ep_exclude_from_search":false,"starbucks_cheetahmail_notify_on_publish":false,"starbucks_aep_notified_at":0,"sbux_color_theme":"default","sbux_typography_theme":"default","byline":"","sbux_is_featured":false,"featured_image_focal_point_x":0,"featured_image_focal_point_y":0,"hide_related_posts":false,"downloadable_assets":[],"footnotes":""},"categories":[2029,2045],"tags":[],"class_list":["post-70933","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-behind-the-green-apron","category-community"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Journey to Origin: Where it all began - Starbucks Stories EMEA<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/stories.starbucks.com\/emea\/stories\/2025\/journey-to-origin-where-it-all-began\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Journey to Origin: Where it all began - Starbucks Stories EMEA\" \/>\n<meta property=\"og:description\" content=\"\u201cI\u2019ve been with Starbucks for nine years now and started as a Green Apron Partner,\u201d says Barb Sl\u00e1dkov\u00e1, now a Marketing Specialist at Starbucks, \u201cI\u2019ve spent almost a decade studying coffee craft \u2013 I was lucky enough to be named Barista Champion for the UK in 2021. 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