Starbucks' "Ethos"

by skralyx
Daily Kos

I know you don't need another reason to hate Starbucks, but I'm here to provide one anyway. Reason No. 91: Ethos Water. Actually, it's another reason to hate bottled water, too.

It seems Starbucks has acquired a company called Ethos Water, which purports to be ... well, I'll let them tell you what they purport to be:

"Founded in 2002, Ethos™ Water takes a unique approach to doing business -- it is the bottled water that helps children around the world get clean water. It's a powerfully simple concept...Water for Water.

In April of 2005, Ethos was acquired by the Starbucks Coffee Company. As part of Starbucks' long standing dedication to Corporate Social Responsibility, Starbucks and Ethos are committed to raising awareness of the World Water Crisis and empowering our consumers to make a difference with every purchase of Ethos. Every time you purchase a bottle of Ethos water we will contribute 5 cents toward our target goal of raising at least $10 million over five years.

In June 2006, Starbucks and Ethos entered into an agreement, through Starbucks’ existing joint-venture partnership with PepsiCo, for the distribution of Ethos™ Water in the United States and Canada. The agreement is anticipated to increase the distribution reach of Ethos™ Water to as many as 100,000 outlets in North America.

By transforming every purchase into an opportunity, we can directly engage a growing community to help solve the world water crisis."

So only 5 cents per bottle (which Starbucks will be happy to sell you for $1.80) goes toward helping developing nations get access to clean drinking water. I don't have to tell you where the other $1.75 goes.

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