Business Intelligence on Retailing, Franchising, and Consumerism in China

Starbucks Expands Network To Chinese Coffee Growers

Starbucks announced in Yunnan that the company's first coffee growers support center in Asia has been formally put into operation in Pu'er, Yunnan province.

This is reportedly Starbucks' sixth coffee growers support center in the world, following those in Costa Rica and Rwanda.

John Culver, president for Starbucks China and Asia Pacific, said that the completion of this coffee growers support center is an important milestone for Starbucks' continuous investment in the Chinese market and the coffee project in Yunnan. In the future, Starbucks will accelerate its expansion of retail outlets, aiming at 1,500 cafes in 2015; and Yunnan will be a strategic source to ensure the long-term supply of high-quality Arabica coffee beans.

According to Starbucks' plan, the company hopes to establish China as its second home market in 2014. Documents provided by the company showed that it currently has over 700 outlets in more than 50 cities in China, including 100 in Beijing.

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