Starbucks... Part 2

(Page 11 of 12)

In 2004, Starbucks applied to the United States Patent and Trademark Office (USPTO) for the word Sidamo (one of the most famous Ethiopian brands of coffee). When the Ethiopians applied in 2006, their application was rejected since the Starbucks application was still under review for that word. After the Starbucks application lapsed, the ICA (International Coffee Association) objected to the Ethiopians re-applying for a trademark.

The ICA openly admitted that Starbucks, also a member of the ICA, prompted the opposition of the trademark. These types of actions are contradictory to Starbucks proclamation of advocating Fair Trade coffee. If Starbucks truly believed in encouraging development of these countries, it wouldn't take actions such as blocking trademarks and licensing of the Ethiopian coffee names.

Update: In May 2007, Starbucks finally came to an agreement with Ethiopian farmers regarding the trademarks. Experts estimate that this agreement will generate about $88 million annually for the country. However, some people are skeptical whether the money will benefit the farmers or end up in the pockets of the middlemen. Also, since the airing of Black Gold, Tadesse has landed some lucrative contracts with Starbucks, which has helped his co-op considerably.