Francisco Tosso, CEO of Alsea Starbucks Mexico, believes that Mexico has the potential to be renowned for its coffee, just like it is for tequila.
Increasing Coffee Crop Productivity to Elevate Small Producers’ Incomes
San Cristóbal de las Casas, Chiapas. – Francisco Tosso, CEO of Alsea Starbucks Mexico, considers that enhancing the productivity of coffee cultivation can assist small producers in Mexico to boost their incomes and, simultaneously, contribute to reducing poverty among numerous families relying on this activity. However, providing them with essential tools and technical support is crucial for achieving this goal.
“The responsibility isn’t just about selling more cups of coffee… it’s about multiplying production by two, three, four, or even five times—or in some cases, up to ten times,” Tosso emphasized. “Can you imagine what it means for those with one, two, or three hectares to multiply their wealth, their potential to generate value and resources for their families? How many of these children will contribute to the country’s development?” he added.
Tosso acknowledged that while all countries must address poverty and take responsibility for finding solutions, businesses also share some accountability as they can facilitate tools enabling people to escape poverty.
Supporting Small Coffee Producers
Most of these producers belong to small local communities facing poverty, Tosso noted during the official launch of Starbucks’ new single-origin Mexican coffee.
To support small coffee growers, Starbucks established the Farmer Support Center, a platform offering training, technical assistance, and guidance to enhance production quality and efficiency while increasing their income.
Additionally, the voluntary C.A.F.E. Practices verification program aims to strengthen coffee growers’ skills and knowledge, helping them produce more sustainably.
Current Support Centers and Their Impact
Currently, five of the ten producer support centers worldwide are located in Latin America, including one in Tuxtla Gutiérrez, Chiapas, serving 13,000 coffee growers with potential to reach 20,000 as more farmers complete verification processes.
Producers participating in these initiatives are not obligated to sell their coffee exclusively to Starbucks; they freely choose their buyers. The program’s purpose is not to control prices or impose rules but to support producers in improving their production and lifting more people out of poverty.
Mexico Launches Single-Origin Coffee for Export
Alsea Starbucks Mexico CEO believes that Mexico has the potential to export coffee and should be as recognized for its coffee as it is for tequila.
“We have immense potential with diverse soil types and various cultivation methods, which should make us proud as a nation to have the opportunity to export—not just another coffee, but a touch of Mexican culture in over 20 countries,” Tosso stated.
Starbucks Mexico’s single-origin coffee, available from early January to mid-year in all Starbucks stores across Mexico and more than 22 markets in Latin America and the Caribbean, is a new launch.
The limited-edition ground coffee originates from Chiapas, Oaxaca, Veracruz, and Puebla regions. It features honey and toasted nut notes with hints of cinnamon, citrus, and chocolate.
Key Questions and Answers
- What is the main goal of Starbucks Mexico’s initiative? The primary objective is to increase coffee crop productivity among small producers, thereby elevating their incomes and reducing poverty in coffee-dependent communities.
- How does Starbucks support small coffee producers? Starbucks supports these producers through the Farmer Support Center, offering training, technical assistance, and guidance to enhance production quality and efficiency. The C.A.F.E. Practices verification program further strengthens growers’ skills and knowledge for more sustainable production.
- Are coffee producers obligated to sell their produce to Starbucks? No, participating producers freely choose their buyers. The program aims to support them in improving production rather than controlling prices or imposing rules.
- What is the significance of Starbucks’ new single-origin Mexican coffee? This limited-edition coffee represents Starbucks’ commitment to sustainability, community, engineering, and maintaining high-quality coffee standards. It highlights Mexico’s potential as a global coffee leader.
