Starbucks CEO disputes firm's elitist image

By Matt Andrejczak | Tribune staff reporter
March 24, 2009

SAN FRANCISCO - Despite a number of moves to reposition his coffee-shop chain, Starbucks Chief Executive Howard Schultz said the company is still seen as a symbol of excess in the downtrodden economy. And he's tired of it.

At the company's 18th annual shareholder meeting in Seattle, Schultz told shareholders he aims to knock down the "myth" that Starbucks coffee costs $4 a cup. He also insisted the company is well aware of the effect of lost jobs and foreclosures on its customers.

"We've become the poster child for excess. … We are going to dispel this myth about a $4 cup of coffee," Schultz said near the end of his 70-minute presentation to shareholders. In fact, he said, most of the company's beverages retail for less than $4.

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Copolyester Used to Make Innovative Hourglass Coffee Brewer

Eastman Chemical Company announced today that Hourglass Coffee, based in Portland, Ore., will use Eastman Tritan™ copolyester in its Hourglass® Cold Brew Coffee System. Eastman Tritan™ offers toughness, dishwasher durability, high-heat and chemical resistance and ease of processing. Tritan™ is also manufactured without bisphenol-A (BPA).

The cold brew coffee system is composed of a clear extract and brew chambers that will be made of Eastman Tritan™ copolyester, allowing users to see their coffee brewing. The product is shaped like an hourglass and includes a stainless steel filter between the two plastic chambers.

Using no heat in the coffee preparation, the slow cold water extraction process results in a raw coffee extract that is naturally low in bitter acids and unhealthy oils. The extract is then blended with hot water according to individual taste. Remaining extract remains fresh in the refrigerator in Hourglass’ Bean Kanteen™, which will also be made with Eastman Tritan™ copolyester.

“We have always been committed to providing our customers with a quality product that promotes health. Our goal was to find a material that would allow us to deliver the best possible product to consumers,” said Kim Kapp, director of marketing for Hourglass Coffee. “Using Eastman Tritan™ copolyester will help us meet our goal and provide a product that makes coffee with 69.6 percent less acid, making it the healthiest choice in coffee today.”

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