Starbucks Corp. fans can now trace their coffee. And so can farmers, who will know for the first time where their beans end up.
Starting Tuesday, customers buying coffee at Starbucks stores across the U.S. will be able to use a code on the bags to find out where their beans came from, where they were roasted and even get brewing tips from baristas, said Michelle Burns, the company’s senior vice president of global coffee, tea and cocoa. A reverse code will be given to farmers so that they can finally track their produce.
The new tool, powered by C., uses blockchain technology and will allow Starbucks to share with its customers the traceability data the world’s largest coffee- shop chain has been collecting for more than a decade. It will also help the company attract sustainably-minded young consumers, many of whom had been flocking to small craft shops where coffee is roasted at the back of the store.