business news in context, analysis with attitude

Starbucks has begun rolling out its Ethos bottled water in all of its US stores, and plans to donate $10 million in profits over the next five years for clean water sources in some of the world’s poorest countries.

Starbucks plans to donate five cents for every bottle of Ethos sold.

USA Today reports that Starbucks bought Ethos from its founders in 2002, and will support its rollout in its coffee shops “with a 10-week roadshow to Starbucks locations. Traveling in an Ethos-branded, low-emission RV, they will educate Starbucks employees on the world water crisis.”

Ethos also is sold in retailers such as Whole Foods.
KC's View:
Starbucks always has been an exceptional company at connecting with the world community in unusual ways, demonstrating not just a concern for its own bottom line and growth but also for how it can better the world it is trying to sell coffee to.

Just another way of differentiating the company. And a very smart one.