Starbucks wants to go green in a big way in 2010. Two years ago, the company drew a green line in the sand—setting its sites on a whopping 25 percent energy reduction this year.
According to the company’s own Global Responsibility Report 2009, it has a long way to go.
With a little more than six months before its self-imposed deadline, Starbucks has only reduced its energy consumption by 1.7 percent.
Despite this slow start, the company is counting on a late push—vis-à-vis a global LED conversion—to reach its ambitious goal.
According to Environmental Leader, the company is halfway toward its goal of purchasing renewable energy equivalent to 50 percent of the electricity used in its company-owned stores. The coffee chain consumes about a billion kWh a year on average.
Whether the company meets its goal isn’t the whole point—the fact that it is moving in the green direction is.
Starbucks served 4.4 million more beverages in recyclable cups in 2009 than in 2008.
In 2009, it opened a LEED-certified coffee roasting plant.
Earlier this year, it sponsored Betacup, a can-you-top-this design competition in search of a solution to the problem of unrecyclable paper cups.
And, just today, the Seattle Times reported that “the company will send cups used at its Chicago stores to Green Bay, where a Georgia Pacific paper mill will turn them into Starbucks napkins. The effort is a major push by Starbucks to create a commercial market for its used cups, which include 1 billion plastic cups for cold drinks.”