New Starbucks traceability tool explores bean-to-cup journey

The new tool transforms each bag of coffee beans into a digital passport. Image credit: Starbucks

Following pilot testing in 2018research with Conservation International, and a shareholder preview in 2019, Starbucks  has launched its Digital Traceability tool for customers , available at traceability.starbucks.com and powered by Microsoft’s Azure Blockchain Service.

The new Starbucks Digital Traceability tool transforms each bag of coffee beans into a digital passport, launching coffee lovers on a virtual expedition to meet farmers, roasters and baristas and to explore coffee-growing regions around the world. The tool covers more than 30 origin countries and also offers users the ability to track multi-region coffee blends. The Digital Traceability works by customers scanning or entering the number on the back of any bag of whole bean coffee at Starbucks stores in the US.

Starbucks also hopes the new tool will help in directing its customers to learn more about the company’s approach to responsibly sourcing coffee, as well as its ongoing support of coffee growing communities.

“We’ve always known where our coffee comes from as part of C.A.F.E. Practices, our responsible sourcing programme, but now, with this tool we have the opportunity to transparently share that information with everyone,” said Michelle Burns, senior vice president, Global Coffee, Tea and Cocoa.

“Every coffee has a story to tell, and I could not be more excited for people to be more connected to the whole coffee experience, from bean to cup, and meet the many people whose hard work, time and attention makes coffee possible.”

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