Starbucks Shared Planet

Have you been in a Starbucks recently? How long has this "Starbucks™ Shared Planet™" signage and hoopla been going on? More importantly, how did I not notice? I searched through Starbucks' press release archive and couldn't find an announcement or explanation. Although I sense that it appeared overnight, it almost seems as if it was always there. It's a lot to handle. The concept is big and it has many leg, even if it may seem simple: You and Starbucks. It's bigger than you.
Shared Planet includes Project (RED). A nickel per purchase on your red plastic Starbucks gift card will save lives in Africa. Project (RED) collects the money for the Global Fund to go off to fight and save lives; but something tells me that while most consumers may know that AIDS is a problem in Africa, they don't know anything about the Global Fund. There's also aid towards rebuilding New Orleans, community involvement, environmental stewardship and ethical sourcing. Putting the onus on customers with, "whatever we do, you do" extends responsibility and awareness. Everyone should know more about what and whom they are supporting when they make purchases. I do believe that the Fair Trade coffee system has many flaws to it. It's a tough club for small farmers to break into. Fixed prices further commoditize coffee beans to the point of over-production. This reminds me of the corn farmers in the U.S. who are barely turning a profit on a market flooded with government subsidized corn. Farmers lose. Big winners are those that can enjoy cheap high fructose corn syrup: Coca-Cola and the fat on your ass. Likewise, Fair Trade coffee would provide overproduced and cheaper coffee for Starbucks. Even as the largest buyer of Fair Trade coffee, Starbucks has now upped the standards on coffee with Shared Planet. Bravo.