Response to Drew Fararr's Post About Starbucks

I think that Starbucks often get a bad reputation without good reason.  (Does anyone remember the half a dozen totally false rumors about Starbucks not supporting United States troops?)  Starbucks does a lot to try and help socially.  If you watch reviews on Glassdoor.com, you will see that Starbucks is a company full of mostly happy employees.  Starbucks provides advancement opportunities and bonuses, along with pay above minimum wage.  Starbucks also has recycling programs in place and community involvement programs.

Rainforest Alliance

I frequently purchase Naked Juice smoothies.  Not only do I feel good about what is in the packaging (fruits with no preservatives) but also I feel good about supporting the company.  Right on the package is a stamp of approval from the Rainforest Alliance and a very cute frog.  This got me to thinking about that stamp as a marketing tool.  The Rainforest Alliance certifies companies based on sustainability friendly policies. These certifications are designed to generate ecological, social, and economic benefits.  I find the Rainforest Alliance to be a very useful tool.  It is a form of marketing for companies, but also helps generate more sustainable practices and encourages companies to be more environmentally friendly.  Though today not everyone always considers whether a product is environmentally friendly when we purchase it, this is a step in the right direction.  The more prevalent such a program becomes, the more likely it will make a difference in buying patterns, which will encourage more companies to participate, which will fuel the cycle and [hopefully] eventually create a more sustainable world.

Additional info:
http://www.rainforest-alliance.org/certification-verification