Saturday, November 10, 2012

Coffee Sustainability Research

Topic Selection: Coffee Sustainability Completed: 11/1
Pre-writing:
What do I already know?
I really don't know much about this topic. I need to do a lot of research.
What do I still need to know?
Argument Side:

 What is Sustainability?In 1993, the Rainforest Alliance and its partner groups in the Sustainable Agriculture Network (SAN) demonstrated that traditional, forested coffee farms are havens for wildlife. Now, coffee lovers everywhere can support farmers who maintain these rainforest refuges simply by buying beans stamped with the Rainforest Alliance Certified™ seal of approval.

The pursuit and commitment to quality is what forms and shapes the specialty industry at both ends of the production chain. (http://www.scaa.org/chronicle/2012/07/06/defining-specialty-origin/)

How does this promote the environment?
A sustainable farm gives back as much to the land and people as it receives. It seeks independence from non-renewable resources, using renewable resources when possible. Sustainable farming also minimizes pollution, takes steps to care for the environment, and cares for its employees.

A sustainable farm will reuse coffee husks as heating fuel rather than cutting down eucalyptus trees. It will plant new trees for those used during heating, or it will implement pollution free coffee dryers such as the solar coffee dryer developed by Coffee Kids.
(http://www.coffeeresearch.org/politics/sustainability.htm)
Is it more costly to have a sustainable coffee farm than a regular farm?

What kind of positive factors does coffee sustainability have?
A traditional agroforestry system provides good wildlife habitat. The new monocultures have little habitat, accelerate soil erosion and pollute streams. The new methodologies were not only environmentally destructive, but put more beans into an already overstocked market and converted coffee farms from self-sustaining sanctuaries into stark and lifeless monocultures. Wildlife disappeared, soils washed downhill and streams were choked with silt and agrochemicals.
Rainforest Alliance certification helps farmers bear the erratic swings in the global market by giving them the keys to improved farm management, negotiating leverage and access to premium markets. By implementing the SAN sustainable farm-management system, farmers can control costs, gain efficiencies and improve crop quality.
(http://www.rainforest-alliance.org/agriculture/crops/coffee)


How does Sustainability affect Global Warming?
Because carbon dioxide is the most important greenhouse gas, planting trees and other plants can slow or stop global warming. Plants take in carbon dioxide and release oxygen. They use carbon to build their own tissues and return some of it to the soil in a process called sequestration. Deforestation of rain forests is a large contributor to global warming and CO2 emissions, but planting new trees, even in your own backyard, can help to offset this. (See References 3)
(http://greenliving.nationalgeographic.com/top-ways-stop-global-warming-3138.html)

How can we prevent future coffee crises? How can we restore stability and balance to the world coffee market? The answer is sustainable development.
Sustainable development is not a new concept, nor does it apply only to coffee. It is defined by the United Nation (UN) as "development that meets the needs of the present without compromising the ability of future generations to meet their own needs". When applied to coffee, sustainable development means "producing qualities that guarantee both long-term scales and adequate income for the producers". (International Coffee Organization - ICO)
Farming: The type of management used in farming largely determines whether a farm is environmental friendly or not. Shaded plantations help in protecting the environment, but they give lower yield than the favoured sun plantation. Processing: There are three main issues to consider in processing coffee: wastewater treatment, utilising by-products, and conserving energy. These issues cause a battle between socio-economic issues and environmental issues.
(http://library.thinkquest.org/04oct/01639/light_en/sustainability/index.html)


What has happened to coffee in the past years due to Global Warming?
Climate change is threatening coffee crops in virtually every major coffee producing region of the world.
Higher temperatures, long droughts punctuated by intense rainfall, more resilient pests and plant diseases—all of which are associated with climate change—have reduced coffee supplies dramatically in recent years. Because coffee varieties have adapted to specific climate zones, a temperature rise of even half a degree can make a big difference. A long-term increase in the number of extreme and unseasonal rainfall events has contributed to lower crop yields that are threatening the livelihood of coffee growers. For example, between 2002 and 2011, Indian coffee production declined by nearly 30 percent.
(http://www.ucsusa.org/global_warming/science_and_impacts/impacts/impacts-of-climate-on-coffee.html)

The new monocultures have little habitat, accelerate soil erosion and pollute streams. The new methodologies were not only environmentally destructive, but put more beans into an already overstocked market and converted coffee farms from self-sustaining sanctuaries into stark and lifeless monocultures. Wildlife disappeared, soils washed downhill and streams were choked with silt and agrochemicals. (http://www.rainforest-alliance.org/agriculture/crops/coffee)



In Colombia, for example, it is estimated that 68 per cent of the total area devoted to coffee production has been converted to "technified" systems of agriculture (also known as "modern" or "High External Input Systems of Agriculture") over the past 30 years. Such production methods pose clear dangers to the environment through the synthetic external inputs and reduced biodiversity they typically introduce. (http://www.scaa.org/chronicle/2012/07/06/defining-specialty-origin/)

Opposing Side:
How is sustainability more inconvenient for fast paced businesses?
Many mistakenly believe that current economic circumstances make sustainability unaffordable as businesses struggle to survive. This fails to recognize the economic drivers behind environmental sustainability as well as the serious actions many leaders are taking. Successful companies continue to invest in sustainable business practices despite slow growth across the economy. They correctly view sustainability as a lens for inspecting operational efficiency, innovating better products, and capitalizing on new markets.
Companies are reporting attractive savings from efforts to reduce energy use and eliminate waste: Dollar General, U.S. Food Service, and Primedia estimate they saved $106 million, $22.3 million, and $7.5 million, respectively, during 2008 and 2009 through green programs.
Moreover, sustainability efforts spur innovation and ultimately the development of better products and services. Perhaps best known is Toyota’s Prius. Initially dismissed as an expensive compact car, Prius has risen to be a high-volume seller, a flagship for Toyota’s innovation and a low total-cost form of transportation.
(http://www.businessweek.com/debateroom/archives/2011/12/sustainability_is_too_expensive.html)
Rainforest Alliance certification helps farmers bear the erratic swings in the global market by giving them the keys to improved farm management, negotiating leverage and access to premium markets. By implementing the SAN sustainable farm-management system, farmers can control costs, gain efficiencies and improve crop quality.(http://www.rainforest-alliance.org/agriculture/crops/coffee)

It doesn’t matter what the size of your operation is as a roaster or importer, you can easily get in touch with the producer of your favorite coffees and pay a visit to check out their operation. As a producer, the same holds true, no matter your size, quality opens any possibility to be able to contact and supply the most recognized specialty roasters throughout the world. (http://www.scaa.org/chronicle/2012/07/06/defining-specialty-origin/)





Coffee, like other agricultural goods, is a seasonal product requiring investments prior to harvest
and revenue returns. Small farmers with a low capital and savings base frequently rely on
advances and credit to supply requisite pre-harvest inputs and living expenses. In many coffeeproducing communities, local coffee buyers fill the credit gap through advance purchases at
highly-discounted rates. Although local buyers fulfill an important role through such credit
provision, poor infrastructure development and anti-competitive practices regularly result in a net
transfer of value down the supply chain, placing still greater financial pressures on producers.
  (http://sustainablecommodities.org/files/sci_coffee_background.pdf)

Long gone are the days when coffee was just a commodity, when only big corporations would have access to coffee at origin, and when just a few exporters had access to roasters. There had to come a crash in the industry for many to wake up and realize the potential that remained in coffee.
Led mainly by young entrepreneurs, the specialty coffee industry has developed into a network of producers, millers, exporters, importers, roasters, baristas, and now the end consumer, all talking and demanding quality coffee, which can only be produced at very specific regions in the world.
But what does it take for a farmer to become a specialty coffee producer today? Is there simply a line drawn between a commodity coffee farm and a specialty coffee one? Does a farm need to go through a transformation process to become a specialty coffee supplier?

 



Arguably, the greatest threat to the social sustainability of coffee production results from the
economic conditions facing coffee producers. Coffee farmers typically depend upon coffee as
their primary source of hard currency. As a result, declining and volatile coffee prices can have a
direct impact on access to education, housing, food, medical services and other basic necessities.
Although producer organizations can provide an important avenue for democratic, equitable
representation and infrastructure development, the relative isolation of many small coffee farmers
often places prohibitively high transaction costs on effective participation in such organizations.
On the other hand, hired labour serving coffee plantations and estates typically represents the
poorest segment of the population serving the supply chain. Although workers are not directly
exposed to the vagaries of the market, evidence suggests that the performance of the market is
transmitted to workers through general working conditions and wages. In a recent survey of
coffee plantations in Guatemala, for example, it was found that paid


the country’s minimum wage and that a majority of them did not even pay half the minimum wage. Housing conditions among such plantations have also been reported to be below national requirements. Meanwhile, child labour is reported to be widely used on plantations in some countries. In Kenya, for example, it is estimated that 30 per cent of the coffee pickers serving plantations are under the age of 15.
(http://sustainablecommodities.org/files/sci_coffee_background.pdf)

The affect Sustainbility has on Global Warming.. why don't some people believe in Global Warming?



 

(http://www.all-recycling-facts.com/how-to-reduce-climate-change.html)(http://www.coffeehabitat.com/2007/05/top_5/)(http://www.ico.org/sustaininit.asp)
(globalwarming.. climate change coffee will be gone by 2080.)
opposing side how people don't believe in global warming.







Organizing

Finding a focus


Thesis and plan of development
Coffee sustainability is very positive for the environment, it provides healthy land for crop production, produces better products, and sustains the environment.

Topic sentences for each paragraph
Intro:
In our world today, more than 80 percent of the 11.8 million hectares devoted to coffee production are planted in areas of former or current rainforests. The coffee bean itself is  grown in 13 of the 25 locations of top coffee harvest.(http://sustainablecommodities.org/files/sci_coffee_background.pdf) For more than 150 years coffee has been widely grown under the leafy canopy of native rainforest trees. The rainforest plays a big part in maintaining coffee production.  In 1993, the Rainforest Alliance and the Sustainable Agriculture Network, demonstrated that traditional, forested coffee farms are havens for wildlife. (http://www.rainforest-alliance.org/agriculture/crops/coffee) Sustainable farming especially coffee, is grown in a manner that is kind the the environment and its people.  (http://www.coffeeresearch.org/politics/sustainability.htm Coffee sustainability is very positive for the environment, it provides healthy land for crop production, produces better products, and sustains the environment.
 

 

PointA: Coffee Sustainability provides healthy land for crop production
argue your position
In the 1970s, agronomists began promoting a new farm system in which the sheltering forests are cleared and coffee bushes are packed in dense hedgerows and doused with agrochemicals. These monoculture farms produce more beans, but at a tremendous environmental cost. A traditional agroforestry system provides good wildlife habitat. (http://www.rainforest-alliance.org/agriculture/crops/coffee)
 
In Colombia, for example, it is estimated that 68 per cent of the total area devoted to coffee production has been converted to "technified" systems of agriculture (also known as "modern" or "High External Input Systems of Agriculture") over the past 30 years. Such production methods pose clear dangers to the environment through the synthetic external inputs and reduced biodiversity they typically introduce. (http://sustainablecommodities.org/files/sci_coffee_background.pdf)

 Just like any kind of farming, agriculture of coffee is a risky business. Coffee farmers face many hard challenges such as; inclement weather, pests, diseases, rising costs, oversupply, and sometimes government policies. (http://www.rainforest-alliance.org/agriculture/crops/coffee)
 
Coffee has been decreasing over the years due to lack of proper care of the environment. Global Warming and its extreme temperatures have deminished coffee production and its intricate growing process. For example, in Colombia 68 percent of the total location devoted to coffee production has been converted to High External Input Systems of Agriculture in the past 30 years. This type of production method has posed a danger to the environment through synthetic external inputs that they introduce.(http://sustainablecommodities.org/files/sci_coffee_background.pdf) 
 



present opposing
Arguably, the greatest threat to the social sustainability of coffee production results from the
economic conditions facing coffee producers. Coffee farmers typically depend upon coffee as
their primary source of hard currency. As a result, declining and volatile coffee prices can have a
direct impact on access to education, housing, food, medical services and other basic necessities.
Although producer organizations can provide an important avenue for democratic, equitable

representation and infrastructure development, the relative isolation of many small coffee farmers often places prohibitively high transaction costs on effective participation in such organizations. On the other hand, hired labour serving coffee plantations and estates typically represents the poorest segment of the population serving the supply chain. Although workers are not directly exposed to the vagaries of the market, evidence suggests that the performance of the market is transmitted to workers through general working conditions and wages. In a recent survey of coffee plantations in Guatemala, for example, it was found that pa

the country's minimum wage and that a majority of them did not even pay half the minimum wage. Housing conditions among such plantations have also been reported to be below national requirements. Meanwhile, child labour is reported to be widely used on plantations in some countries. In Kenya, for example, it is estimated that 30 per cent of the coffee pickers serving plantations are under the age of 15.



Many mistakenly believe that current economic circumstances make sustainability unaffordable as businesses struggle to survive. This fails to recognize the economic drivers behind environmental sustainability as well as the serious actions many leaders are taking. Successful companies continue to invest in sustainable business practices despite slow growth across the economy. They correctly view sustainability as a lens for inspecting operational efficiency, innovating better products, and capitalizing on new markets.
Companies are reporting attractive savings from efforts to reduce energy use and eliminate waste: Dollar General, U.S. Food Service, and Primedia estimate they saved $106 million, $22.3 million, and $7.5 million, respectively, during 2008 and 2009 through green programs.
Moreover, sustainability efforts spur innovation and ultimately the development of better products and services. Perhaps best known is Toyota’s Prius. Initially dismissed as an expensive compact car, Prius has risen to be a high-volume seller, a flagship for Toyota’s innovation and a low total-cost form of transportation.
(
http://www.businessweek.com/debateroom/archives/2011/12/sustainability_is_too_expensive.html)
Rainforest Alliance certification helps farmers bear the erratic swings in the global market by giving them the keys to improved farm management, negotiating leverage and access to premium markets. By implementing the SAN sustainable farm-management system, farmers can control costs, gain efficiencies and improve crop quality.(
http://www.rainforest-alliance.org/agriculture/crops/coffee)

It doesn’t matter what the size of your operation is as a roaster or importer, you can easily get in touch with the producer of your favorite coffees and pay a visit to check out their operation. As a producer, the same holds true, no matter your size, quality opens any possibility to be able to contact and supply the most recognized specialty roasters throughout the world. (http://www.scaa.org/chronicle/2012/07/06/defining-specialty-origin/)

refute your opposing
Coffee, like other agricultural goods, is a seasonal product requiring investments prior to harvest
and revenue returns. Small farmers with a low capital and savings base frequently rely on
advances and credit to supply requisite pre-harvest inputs and living expenses. In many coffeeproducing communities, local coffee buyers fill the credit gap through advance purchases at
highly-discounted rates. Although local buyers fulfill an important role through such credit
provision, poor infrastructure development and anti-competitive practices regularly result in a net
transfer of value down the supply chain, placing still greater financial pressures on producers.


Long gone are the days when coffee was just a commodity, when only big corporations would have access to coffee at origin, and when just a few exporters had access to roasters. There had to come a crash in the industry for many to wake up and realize the potential that remained in coffee.
Led mainly by young entrepreneurs, the specialty coffee industry has developed into a network of producers, millers, exporters, importers, roasters, baristas, and now the end consumer, all talking and demanding quality coffee, which can only be produced at very specific regions in the world.
But what does it take for a farmer to become a specialty coffee producer today? Is there simply a line drawn between a commodity coffee farm and a specialty coffee one? Does a farm need to go through a transformation process to become a specialty coffee supplier?
 
Point B: produces better products
Some info
The pursuit and commitment to quality is what forms and shapes the specialty industry at both ends of the production chain. (http://www.scaa.org/chronicle/2012/07/06/defining-specialty-origin/)
 

How does coffe sustainable farms improve/affect the tast of coffee bean compared to non-sustainable coffee farms?Sustainable farming implements practices to minimize water consumption and to clean the water used. Water from the fermentation tanks should never be returned to rivers or lakes, but rather filtered naturally through the earth and then used for coffee irrigation. Some excellent farms such as Agribahia in Bahia, Brazil ferment pulped coffees without water for a short time before sending the coffee to demucilating machines. This cuts down on water waste while allowing them to consistently provide some of Brazil's best coffees. (http://www.coffeeresearch.org/politics/sustainability.htm)
 
A traditional agroforestry system provides good wildlife habitat. The new monocultures have little habitat, accelerate soil erosion and pollute streams. The new methodologies were not only environmentally destructive, but put more beans into an already overstocked market and converted coffee farms from self-sustaining sanctuaries into stark and lifeless monocultures. Wildlife disappeared, soils washed downhill and streams were choked with silt and agrochemicals.
Rainforest Alliance certification helps farmers bear the erratic swings in the global market by giving them the keys to improved farm management, negotiating leverage and access to premium markets. By implementing the SAN sustainable farm-management system, farmers can control costs, gain efficiencies and improve crop quality.
(http://www.rainforest-alliance.org/agriculture/crops/coffee)
argue your position
present opposing
refute your opposing
Point C:  sustains the environment
Info:
Because carbon dioxide is the most important greenhouse gas, planting trees and other plants can slow or stop global warming. Plants take in carbon dioxide and release oxygen. They use carbon to build their own tissues and return some of it to the soil in a process called sequestration. Deforestation of rain forests is a large contributor to global warming and CO2 emissions, but planting new trees, even in your own backyard, can help to offset this. (See References 3)
How can we prevent future coffee crises? How can we restore stability and balance to the world coffee market? The answer is sustainable developmentSustainable development is not a new concept, nor does it apply only to coffee. It is defined by the United Nation (UN) as "development that meets the needs of the present without compromising the ability of future generations to meet their own needs". When applied to coffee, sustainable development means "producing qualities that guarantee both long-term scales and adequate income for the producers". (International Coffee Organization - ICO)  Farming: The type of management used in farming largely determines whether a farm is environmental friendly or not. Shaded plantations help in protecting the environment, but they give lower yield than the favoured sun plantation. Processing: There are three main issues to consider in processing coffee: wastewater treatment, utilising by-products, and conserving energy. These issues cause a battle between socio-economic issues and environmental issues. (http://library.thinkquest.org/04oct/01639/light_en/sustainability/index.html)
A sustainable farm gives back as much to the land and people as it receives. It seeks independence from non-renewable resources, using renewable resources when possible. Sustainable farming also minimizes pollution, takes steps to care for the environment, and cares for its employees. A sustainable farm will reuse coffee husks as heating fuel rather than cutting down eucalyptus trees. It will plant new trees for those used during heating, or it will implement pollution free coffee dryers such as the solar coffee dryer developed by Coffee Kids.
(http://www.coffeeresearch.org/politics/sustainability.htm)
Is it more costly to have a sustainable coffee farm than a regular farm?
 
Climate change is threatening coffee crops in virtually every major coffee producing region of the world.
Higher temperatures, long droughts punctuated by intense rainfall, more resilient pests and plant diseases—all of which are associated with climate change—have reduced coffee supplies dramatically in recent years. Because coffee varieties have adapted to specific climate zones, a temperature rise of even half a degree can make a big difference. A long-term increase in the number of extreme and unseasonal rainfall events has contributed to lower crop yields that are threatening the livelihood of coffee growers. For example, between 2002 and 2011, Indian coffee production declined by nearly 30 percent.
(http://www.ucsusa.org/global_warming/science_and_impacts/impacts/impacts-of-climate-on-coffee.html)

The new monocultures have little habitat, accelerate soil erosion and pollute streams. The new methodologies were not only environmentally destructive, but put more beans into an already overstocked market and converted coffee farms from self-sustaining sanctuaries into stark and lifeless monocultures. Wildlife disappeared, soils washed downhill and streams were choked with silt and agrochemicals. (http://www.rainforest-alliance.org/agriculture/crops/coffee)
 
argue your position
present opposing
refute your opposing
Conclusion:
Major points, counterpoints, and refutations identified and appropriate data and sources collected.

Monday, October 22, 2012

Rough Draft: Essay 3


Bridgette Glass

Professor Kerr

EN101-9

22 Oct. 2012


The Starbucks Effect


From light foamed cappuccinos, to the strong shots of espresso that give a strong caffeine kick, Starbucks Coffee Company has been a chief element that introduced specialty coffee to America. Most consumers believe that Starbucks has eliminated independently and locally owned coffee shops. What most consumers don’t know is Starbucks has done the exact opposite. The effect Starbucks has had on America has not only been providing a caffeine kick, but Starbucks has also promoted independent, specialty coffee shops. Increasingly in the past ten years, Independent coffee shops have been promoted in business by Starbucks by, familiarizing Americans to specialty coffee drinks, increasing population across nation’s small coffee shops, and supporting the local community coffee shops. 


Mark Elton in his article about Starbucks coffee states; “In the United States, large cities that are influenced by European immigrants have become hotspots of coffee culture, as have college towns and resorts like the Berkshires. Thanks to corporate chains like Starbucks, coffee has become a popular beverage in all parts of the country.”(http://www.scribd.com/doc/3264031/Starbucks-and-Coffee-Culture). Starbucks has familiarized many Americans to specialty coffee, by coming up with delicious ways to serve a good cup of caffeine. Ever since Starbucks has familiarized specialty coffee to Americans, the regular black coffee has been consumed about half of what it as fifty years ago (http://www.pouregon.com/oregon-coffee/starbucks-vs-the-independent-coffee-shop/). Fifty years ago, most all Americans were only familiar with the old-fashioned black coffee. Most consumers were not aware of the elaborate frothy lattes that we guzzle now. Ten years ago, only 3% of all coffee sold in the United States was premium priced. Now, at least 25% of brands are sold at premium prices (http://hbr.org/2000/03/the-starbucks-effect/ar/1).  The expansion of our specialty coffee has increased exceedingly. The specialty coffee drinks give a sense of luxury to Americans in a rather affordable way. Consumers that need that extra kick of caffeine; will spend $2 up to $5 for a venti latte with extra espresso or special blend of ingredients at Starbucks. Starbucks is generally more expensive than local coffee shops. Local customers that go to Starbucks, tend to explore out on to cheaper, less crowded, and higher-quality small locally owned coffee shops (http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html).

Due to Starbucks introducing specialty coffee to Americans, independent coffee shops have become even more populated in size and in customers. Steven Benharris states, in his article Starbucks Has Its Buzz Back, “Starbucks provides more than coffee; they provide a comfortable place to relax that is perhaps even trendy at times. Many business meetings as well as personal meetings, for a wide variety of reasons, take place in Starbucks.” (http://seekingalpha.com/article/195256-high-conviction-starbucks-has-its-buzz-back).  Customers just enjoy coming into a coffee shop, feeling at home, and smelling the java aroma in the air. The environment Starbucks has created has set a high standard for local coffee shops. Many local coffee shops duplicate Starbucks environment which has helped attract many customers. In the past few years, local coffee shops have increased 40% in popularity. Local coffee Shops have also expanded in 4,200 locations, and are increasing even more yearly (http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html). In American 57% of the nation’s coffee shops are still independent coffee houses (http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html). The small coffee shops are still flourishing even with the big Starbucks Corporation competition. Starbucks has not only maintained their own success in business, but they also positively affected and influenced the local coffee shops in popularity.

Whenever a Starbucks shop opens up nearby a local coffee shop, there is an attraction of specialty coffee lovers. Most individuals assume that when a Starbucks opens nearby a local coffee shop, they assume Starbucks will steal all the business, but this assumption is just the contrary. Once Starbucks shop becomes a busy, crowded, and loud rush, customers tend to branch out to the quiet and relaxing local coffee shop. Once customers explore out to that coffee shop, they tend appreciate those locally owned coffee shops'. Local coffee shops tend to be on a more personal side than a big corporate owned Starbucks. The consumer also realized specialty coffee drinks are significantly cheaper at a local shop than at Starbucks (http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html). The coffee shops tend to feed off of each other and circulate their customers (http://www.pouregon.com/oregon-coffee/starbucks-vs-the-independent-coffee-shop/).

Ultimately, Starbucks has a huge effect on small locally owned coffee shops. Starbucks has promoted the small coffee shops to become more populated, familiarized, and a boost locally. Small coffee shops have been prospering ever since. Fifty years ago specialty coffee wasn’t known, and now Americans need their fill of their specialty coffee. Starbucks has provided such a high standard of coffee to America. Thanks to Starbucks, local coffee shop owners can prosper just like Starbucks and pursue their passion of specialty coffee perfection.








Need one more quote

Work cited

Thursday, October 11, 2012

Prewriting: Essay 3

Topic:
How Starbucks has improved specialty coffee businesses in general.

Prewriting:

What do I already know?
Completed: 10/8

-There are more coffee shops around and available than in the past ten years.
-Specialty coffee has been improving in the past few years.
-There are a lot more small coffee businesses
-Starbucks has been increasing in locations
-Starbucks has overrided some small coffee shops, but small coffee shops tend to originate near downtown areas, cities, and busy pedestrian places.

What do I still need to know?
Completed: 10/10

-How exactly has Starbucks helped businesses?
-Did Starbucks increase popularity and introduce specialty coffee to more people?
-Does Starbucks challenge a lot of small coffee businesses?
-How has Starbucks influenced American culture of coffee?



What did my research tell me?
 Completed: 10/13

-How exactly has Starbucks helped independant coffee shops?

The Starbucks Effect:
Information from Article:

Starbucks is actually trying to be ruthless in its store placements; it wants those independents out of the way, and it frequently succeeds at displacing them through other means, such as buying a mom and pop's lease or intimidating them into selling out. Beyond the frothy drinks and the touchy-feely decor, Starbucks runs on considerable competitive fire.

As much as independent coffeehouse owners generally enjoy having a Starbucks close at hand, most of them seem to have a story or two of someone from the company trying to undercut them. And occasionally a new Starbucks will hurt a mom and pop—even drive them out of business.

According to recent figures from the Specialty Coffee Association of America, 57 percent of the nation's coffeehouses are still mom and pops. Just over the five-year period from 2000 to 2005—long after Starbucks supposedly obliterated indie cafes—the number of mom and pops grew 40 percent, from 9,800 to nearly 14,000 coffeehouses. (Starbucks, I might add, tripled in size over that same time period. Good times all around.) So much for the sharp decline in locally owned coffee shops.

Starbucks, on the other hand, is often more expensive than the local coffeehouse, and it offers a very limited menu; you'll never see discounts or punch cards at Starbucks, nor will you see unique, localized fare (or—let's be honest—fare that doesn't make your tongue feel like it's dying).

When Starbucks opens a store next to a mom and pop, it creates a sort of coffee nexus where people can go whenever they think "coffee." Local consumers might have a formative experience with a Java Chip Frappuccino, but chances are they'll branch out to the cheaper, less crowded, and often higher-quality independent cafe later on.

So when Starbucks blitzed Omaha with six new stores in 2002, for instance, business at all coffeehouses in town immediately went up as much as 25 percent.

 The locally owned cafes that offer their own unique spin on the coffeehouse experience—and, crucially, a quality brew—are the ones that give the Seattle behemoth fits.
(http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html)


-Did Starbucks increase popularity and introduce specialty coffee to more people?

Coffee’s greater cachet has had a big effect on the bottom line. Ten years ago, only 3% of all coffee sold in the United States was priced at a premium—at least 25% higher than value brands. Today, 40% of coffee is sold at premium prices.  (http://hbr.org/2000/03/the-starbucks-effect/ar/1)


The Specialty Coffee Association of America (SCAA) estimates the specialty coffee revenue in 2006 at over $12.2 billion in sales. Over 75% of this business occurs in coffee cafes and coffee beverage retailers.

According to a 2008 National Coffee Association (NCA) study, daily gourmet coffee consumption has increased 3% this year (2007) over last year (2006), while daily coffee consumption of any kind is down 2% for the same time period. Gourmet coffee includes espresso based drinks. The NCA poll surveyed more than 6000 adults over the Internet and by telephone in January and February of 2008.

As recently as July 2007, Starbucks continues to raise the price of coffee drinks to cover rising costs, especially rising dairy costs (for all those milked based coffee drinks). That put's the average straight coffee drink at a little over $2 and the popular Latte at over $4. Order a Latte with an extra shot, extra foam or cream and you'll easily pay over $5. Sounds like more "bucks" in Starbucks.

Mark Harris
The Gourmet Coffee Zone.
(http://gourmet-coffee-zone.com/aboutus.html)

Organizing:

Finding a focus
Completed: 10/13
The Effect of Starbucks
Thesis and plan of development
Sentence to use before thesis:
Starbucks has been an element to introduce specialty coffee to America. The effect Starbucks has had on America, has promoted independant specialty coffee shops.

Thesis:  Independant coffee shops have been promoted in business by Starbucks by, familarizing Americans to specialty coffee, increasing population to coffee shops, and nestling into the local community.

Topic sentences for each paragraph
Not Yet completed: 10/13

Intro:

From light foamed cappiccinos, to the strong shots of espresso that give a caffine kick, Starbucks has been a main element to introduce specialty coffee to Americans.  Most consumers believe that Starbucks eliminates small locally owned coffee shops, but Starbucks does the exact opposite. The effect Starbucks has had on America, has promoted independant specialty coffee shops increasingly in the past ten years. Thesis: Independant coffee shops have been promoted in business by Starbucks by, familarizing Americans to specialty coffee, increasing population to coffee shops, and nestling into the local community.

Paragraph2:
Ever since Starbucks has familarized specialty coffee to Americans, regular black coffee has been about half of what it as 50 years ago.  (http://www.pouregon.com/oregon-coffee/starbucks-vs-the-independent-coffee-shop/) Ten years ago, only 3% of all coffee sold in the United States was premium priced. Now, atleast 25% of brands are sold at premium prices. (http://hbr.org/2000/03/the-starbucks-effect/ar/1). Ever since Starbucks has familiarized Americans to specialty coffee drinks, it has given a sense of luxery to Americans in a rather affordable way.  Conusumers that need that extra kick of caffine will spend $2 up to $5 for a latte or special espresso at Starbucks. Starbucks is generally more expensive than local coffee shops. Local customers that go to Starbucks, tend to branch out later on to cheaper, less crowded, and higher-quality small locally owned coffee shops.(http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html)


Information used:
Starbucks, on the other hand, is often more expensive than the local coffeehouse,
Local consumers might have a formative experience with a Java Chip Frappuccino, but chances are they'll branch out to the cheaper, less crowded, and often higher-quality independent cafe later on.
(http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html)

Find info how specialty coffee and independant coffee has increased in the years.
Americans really love their coffee but I was surprised to learn that coffee consumption is about half of what it was 50 years ago. But the visibility of coffee shops seem at such an all time high that it has become part of pop culture to joke that Starbucks is opening everywhere from taking over kids closets to opening in someone’s kitchen. (http://www.pouregon.com/oregon-coffee/starbucks-vs-the-independent-coffee-shop/)

Coffee’s greater cachet has had a big effect on the bottom line. Ten years ago, only 3% of all coffee sold in the United States was priced at a premium—at least 25% higher than value brands. Today, 40% of coffee is sold at premium prices. (http://hbr.org/2000/03/the-starbucks-effect/ar/1)



Paragraph3: Due to Starbucks introducing specialty coffee to Americans, independant coffee shops have gotten even more populated in size and in customers. In the past years, local coffee shops have increased 40% in popularity and 4,200 locations in coffee shops and are increasing even more yearly. (http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html)
About 57% of America's coffee shops are still independant coffeehouses.(http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html) Starbucks not only maintained the effect of coffee shops, but also increased the popularity.

Info:
According to recent figures from the Specialty Coffee Association of America, 57 percent of the nation's coffeehouses are still mom and pops. Just over the five-year period from 2000 to 2005—long after Starbucks supposedly obliterated indie cafes—the number of mom and pops grew 40 percent, from 9,800 to nearly 14,000 coffeehouses. (Starbucks, I might add, tripled in size over that same time period. Good times all around.) So much for the sharp decline in locally owned coffee shops.

So when Starbucks blitzed Omaha with six new stores in 2002, for instance, business at all coffeehouses in town immediately went up as much as 25 percent.
(http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html)

Paragraph4:
Whenever a Starbucks opens a store nearby a local coffee shop, Starbucks attracts in more customers. Most people believe when a Starbucks opens nearby a local coffee shop, that Starbucks will take all the business, but it is just the contrary. Once Starbucks shop begins to get busy, crowded, and loud, customers tend to branch out to that local coffee shop. Once customers branch out to that coffee shop, they tend realize that most of local coffee shops' specialty coffee drinks are cheaper than Starbucks.
(http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html)
The coffee shops tend to feed off of each other and circulate their customers.
(http://www.pouregon.com/oregon-coffee/starbucks-vs-the-independent-coffee-shop/)

Info:
People are awakened to the idea of a coffee shop and then they explore. There was one coffee shop that would move to wherever a new Starbucks opened in his area because he was always successful. Think about the car dealers you see lined up on a street. They feed off each other.
(http://www.pouregon.com/oregon-coffee/starbucks-vs-the-independent-coffee-shop/)


 

When Starbucks opens a store next to a mom and pop, it creates a sort of coffee nexus where people can go whenever they think "coffee." Local consumers might have a formative experience with a Java Chip Frappuccino, but chances are they'll branch out to the cheaper, less crowded, and often higher-quality independent cafe later on.

So when Starbucks blitzed Omaha with six new stores in 2002, for instance, business at all coffeehouses in town immediately went up as much as 25 percent.
(http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html)

Conclusion:

Quotations Selected
Not yet completed: 10/15