SHANGHAI, China, (January 3, 2017)– Starbucks Coffee Company (NASDAQ: SBUX) today launched its first Starbucks® Single-origin Yunnan coffee to usher in the New Year in China. Available for a limited time across all Starbucks retail locations in Mainland China, the new Starbucks® Single-origin Yunnan coffee pays tribute to four years of close collaboration between the Starbucks China Farmer Support Center and local coffee farmers in Pu’er, Yunnan Province. The introduction of the Starbucks® Single-origin Yunnan coffee, which features 100 percent arabica coffee from the region, signifies 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.”
Located at the same latitude as other renowned coffee-producing regions, such as Colombia and Jamaica, Pu’er is the coffee capital of China. The distinctive packaging of the Starbucks® Single-origin Yunnan coffee is inspired by its sub-tropical landscape, which is home to soaring mountains, running creeks, and vibrant coffee and tea plantations.
“Over the past few years, we have been extremely humbled by how the local Pu’er coffee farming community has embraced us as part of their extended family,” said Alan Tong, director, Starbucks Farmer Support Center. “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. This medium-roasted coffee is rich, multidimensional and consistently captures the unique flavors of Yunnan in a Starbucks cup – herbal notes, balanced acidity, and a smooth and elegant mouthfeel.”
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. More than 1,200 farms, covering nearly 11,000 hectares of land, are verified through the company’s Coffee and Farmer Equity (C.A.F.E.) Practices, which ensures high-quality coffee that is grown in a socially and environmentally responsible manner. In the 12 months between 2015 and 2016 alone, 576 farms were verified with support from the Starbucks Farmers Support center.
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. With firm support from the local and provincial governments, the Starbucks® South of the Clouds Blend® is now available in Starbucks stores in numerous locations across Asia and the United States.