The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

*At the Starbucks 2008 Leadership Conference, the company declared itwould focus on achieving 13 measurable goals by 2015. As part of the Starbuck Shared Planet initiative, the company has announced a renewed commitment on goals for ethical sourcing, environmental stewardship and community involvement. *

One of the largest coffeehouse chains in the world, the business has in the last year or so experienced difficulties after falling sales forced it to close a large number of stores worldwide.

The re-evaluation of company priorities can be seen in the new commitment to, among other things, grow and ethically trade 100% of its coffee; make all Starbucks cups reusable or recyclable; reduce environmental footprint through energy and water conservation, recycling and green construction; and contribute one million community service hours per year.

“Starbucks Shared Planet isn't just about how important it is to us that we’re a socially responsible company," said Howard Schultz, Chairman, President and CEO of Starbucks Coffee Company. "It’s to reaffirm Starbucks' leadership in the retail and coffee industries and the communities in which we're operating.

“While these goals are aspirational, we have set substantive measurements that will challenge us to be a better company. During this time of economic uncertainty, we realise that we have the opportunity and the responsibility to keep our focus on our commitment to keep our communities strong, and I’m proud of what we’re doing to live up to the guiding principles of this company.”

Goals Starbucks plans to achieve by 2015 include:

Ethical sourcing * Purchase 100% of all coffee through ethical sourcing practices, up from the current 65% * Invest in a better future for farmers and their communities by nearly doubling funding to organisations that provide farmer loans * Proactively impact climate change by offering farmers incentives to prevent deforestation. Pilot programmes with Conservation International in Sumatra, Indonesia and Chiapas, Mexico are under way. Community involvement:

1. Contribute more than one million community service hours per year in communities

2. Engage 50,000 young social entrepreneurs to innovate and take action and, in turn, inspire 100,000 individuals to take action in their communities through the Starbucks Social Entrepreneurs Fund Environmental stewardship

3. 100% of Starbucks cups will be either reusable or recyclable

4. 25% of cups will be reusable

5. Increase recycling available in stores

6. 50% energy used in company-owned stores will come from renewable sources by 2010

7. Reduce greenhouse gas emissions by making company owned stores 25% more energy efficient by 2010

8. Significantly reduce water usage

9. All new company owned stores will be certified green by 2010

10. Champion tropical rainforest protection as a solution for climate change.