Inspired to act after watching Black Gold? (film review here). This post’s part of a series for people who’ve seen (or want to see) the film and want to act. [Part II is here]

After refusing interviews while Black Gold was in production, Starbucks went apeshit once the film hit Sundance, attending every screening and handing the film’s producers “pages of corporate spiel.”

And of course, the mermaid went into damage control mode. In fact, Starbucks flew Tadesse — Ethiopian coffee co-op rep and “star” of Black Gold — out to Seattle on a $6,000 first-class plane ticket. And in a showy weekend conference, Starbucks promised to up its purchases of African coffee.

The thing is, I’m happy to hear Starbucks reacted to Black Gold. I’m glad that the mermaid realized that it needed to make some changes.

But — the fact is — these changes are simply reactive. And the changes are not serious ones; they’re just damage-control stuff.

Say Marc and Nick, filmmakers who made Black Gold: “Having 1 blend is not enough. Giving a few extra cents in one of your 10-15 coffee blends is not enough.” The filmmakers say Starbucks needs to “fundamentally change,” not just respond to PR crises.

Don’t let Starbucks fool you with its CAFE practices. Read what Global Exchange has to say about it, and what I’ve discovered. Say Marc and Nick: “If anybody, by any standards they choose, audits themselves — That’s not transparency.”

I know — Starbucks’ll tout the fact that it’s the biggest buyer of fair trade coffee in the US. But as the filmmakers point out, “if you’ve got 11,000 stores, that’s not really a benchmark of success.” Clearly, Starbucks is just doing the bare minimum to get its green cache.

So: Action step III: Make Starbucks step up.

First, Demand that Starbucks brew fair trade coffee at least once a week!

Second, take the Starbucks Challenge! Starbucks tries to cover its ass by saying it’ll French-press a cuppa fair trade coffee for anyone who asks for it. So ask for it! And if the mermaid fails to deliver, let me know.

Third — If you’re a student, Starbucks sez it’ll switch colleges and univs to fair trade at no extra cost! Contact your dining services dept., say that a Starbucks switch to fair trade should be quick, easy, and inexpensive. If your campus gives you lip, lemme know and we’ll give ‘em hell.

Update, 9/12/06: Here’s Part IV :)

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