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THE FUTURE OF STARBUCKS The paper coffee cup with the familiar green and black logo has become an iconic symbol for Starbucks, the Seattle-based coffee company that took the North American market by storm and successfully introduced Its unique brand Image to markets all over the globe. Starbucks entered the Canadian marketplace in 1987 with a store in Vancouver, BC, and currently has over 1418 locations across the country. According to Starbucks president Howard Schultz, the company's strategic direction for the future is to focus on extending the brand wherever possible, exploring new innovations and new markets. The company wants to forge an even deeper relationship with its customers and extend its role beyond the "third place" in their customer's lives (after home and work) through multiple brands and channels. Starbucks' Chief Financial Officer Troy Alstead adds, "Starbucks has reached a critical Juncture as we move from a high unit growth specialty retailer focused on coffee In our stores, to a global consumer company with diversified growth platforms across multiple channels. We are intent on capturing a larger share of coffee consumption, reaching consumers wherever and whenever they want great coffee." In 2016, the company operates 23,768 stores on six continents. The company maintains its firm commitment to social responsibility and sustainability: buying and sourcing ethically traded coffee, tea and cocoa; supporting diversity, dedicating efforts to improve wellness in its global communities; and striving to reduce its environmental impact through recycling, energy and water conservation, and greener building Initiatives. A critical component of reducing its environmental footprint involves that iconic paper cup: Almost 80 percent of all Starbucks drinks are transported in paper cups. Globally, more than 4 bilion disposable paper cups are thrown away each year that's more than 8.000 cups per minute! (And more than one million trees used to produce those cups.) The environmental impact of this waste is enormous, and Starbucks recognizes that the paper cup has become an environmental liability in the eyes of consumers and environmental groups Jim Hanna, former director of environmental Impact for Starbucks, acknowledged the complexity of the cup issue: "Cups are our icon, our billboard, part of the ethos of the company. Customers have this great experience of interacting with store partners and the beverage. Then, when they're finished, they say, "Now what do I do with my cup?" Hanna left the organization in 2016, but Starbucks remains committed to reducing its environmental impact. This commitment includes in-store recycling of all cardboard packaging, the introduction of the recycled cardboard hot-beverage sleeve (to prevent double cupping); the industry's first cups made from 10 percent post-consumer recycled content; a discount for using a tumbler (or refilling a used paper cup); and an even more challenging initiative an attempt to upgrade recycling facilities in order to allow them to accept paper cups. Because Starbucks' paper cups are lined with polyethylene to make them watertight, they are not recyclable or compostable. Starbucks has held three "Cup Summits," where the organization brings together key players in its cups' supply chain to discuss and implement recycling initiatives. In 2011, the Cup Summit was held at MIT, and included representatives from all facets of the paper and plastic cup value chain (municipalities, raw material suppliers, cup manufacturers, retail and beverage businesses, recyclers, NGOs, and academic experts) In 2008, Starbucks announced a goal of having 25 percent of all beverages served in personal, reusable tumblers, and pledged that 100 percent of its cups would be recyclable by 2012. These were admittedly lofty goals that the organization did not come close to achieving. The deadline for recyclable cups was extended to 2015, and the reusable cups goal was reduced from 25 percent to 5 percent. The 2015 deadline has come and gone, and Starbucks cups are not recyclable, or compostable outside of a handful of facilities, and personal reusable tumblers account for less than 2 percent of all beverages sold. Since missing the extended deadline the organization has been silent on these issues Starbucks executives are struggling to address the concerns of customers, employees, suppliers and environmental interest groups Starbucks original goal for their cups was bold and ambitious Customers around the world expect nothing less from the company that taught the world to love great coffee. Now we want a better cup." (Stand better cup campaign.)