ANEXO: STARBUCKS ARRIVES TO COLOMBIA

Resumen del caso a comentar en clase

 First country in the world to serve 100% locally sourced STARBUCKS® coffee

 First market in Latin America to offer STARBUCKS Reserve® Coffee and the Clover® Brewing
 System
 50 stores planned to open in the market over next five years

 Company reiterates long-term commitment to Colombian coffee farmers and announces
investment in Bogota public high schools youth leadership program in collaboration with ALSEA
and NUTRESA

STARBUCKS arrives to Colombia

BOGOTA, Colombia, July 16, 2014 – STARBUCKS Coffee Company (NASQAD: SBUX) today debuted its
first store in Colombia honoring the country’s rich coffee heritage and the company’s 43-year history
purchasing premium arabica coffee from Colombian farmers. Located in the stylish Parque de la 93 in
Bogota, the iconic three-level store is serving 100 percent Colombian coffee while offering customers
the opportunity to experience STARBUCKS Reserve® Coffee and the Clover® Brewing System for the
first time anywhere in Latin America.

At the Bogota store opening ceremony, STARBUCKS chairman, president and chief executive officer
Howard Schultz said, “Our admiration and respect for Colombian coffee farmers dates back to our
humble beginnings in Seattle’s Pike Place Market in 1971 when we first began purchasing and roasting
Colombian coffee. Over the past 43 years, we have proudly shared Colombia’s finest coffee with

Pág. 1 de 5
billions of people around the world and today we are honored to bring the STARBUCKS Experience to
Colombia for the first time.”

STARBUCKS® stores in Colombia will be operated by a joint venture with two of the company’s longest-
term business partners in Latin America – ALSEA and GRUPO NUTRESA. ALSEA has partnered with
STARBUCKS for nearly a dozen years in the region and currently operates more than 520 STARBUCKS®
stores in Mexico, Argentina and Chile, through an alliance that employs more than 8,000 partners
(employees). COLCAFE, a subsidiary of GRUPO NUTRESA, Colombia’s leading food company, worked
with STARBUCKS to create STARBUCKS VIA® Ready Brew soluble coffee and continues to be an
innovative, strategic partner in manufacturing and now retail. STARBUCKS entry into Colombia marks
an expansion of STARBUCKS relationship with GRUPO NUTRESA and COLCAFE as the companies
partner to offer Colombian customers locally sourced and roasted espresso, drip and packaged coffee
at STARBUCKS® stores in Colombia.

Serving 100 Percent Colombian Coffee

STARBUCKS® stores in Colombia will be the first anywhere in the world to serve exclusively locally
sourced STARBUCKS® coffee. The Parque de la 93 store offers customers five different varieties of
Colombian coffee, including STARBUCKS Reserve® Colombia El Peñol, the single-origin Colombia
Nariño, Colombia Espresso, Colombia Espresso Decaf and Colombia. The store also offers a selection of
whole bean packaged coffee from other markets around the world.

“We are very proud to be roasting 100 percent Colombian coffee for STARBUCKS and to be the first
market in the world to serve exclusively locally sourced STARBUCKS coffee,” said Carlos Gallego, chief
executive officer of GRUPO NUTRESA, joining Schultz at the Parque de la 93 store. “Our coffee roasting
capabilities and local market knowledge combined with ALSEA’s proven track record operating
STARBUCKS stores across Latin America will allow STARBUCKS to offer an exceptional experience to
Colombian customers in a way that honors our country’s distinct coffee tradition.”

ALSEA chairman Alberto Torrado, who also attended the debut of the Parque de la 93 store, added,
“We are proud to be one of STARBUCKS strategic partners in the Latin America region and for this
important and historic coffee market. Over the next five years we plan to add 50 stores and more than
1,000 partners (employees) in Bogota and other major cities across Colombia. The joint venture with
STARBUCKS and GRUPO NUTRESA will further strengthen our expansion strategy for STARBUCKS across
Latin America as we pursue disciplined and profitable growth in a way that celebrates local cultures
and coffee traditions.”

Today STARBUCKS operates more than 700 stores and employs more than 10,000 partners
(employees) across 13 markets in Latin America.

Pág. 2 de 5
First STARBUCKS Reserve® and Clover® Store in Latin America
The Parque de la 93 store offers customers an inviting destination to relax, recharge, and connect in
one of Bogota’s most thriving and cosmopolitan neighborhoods while exploring five different varieties
of Colombian coffee through several different brewing methods. It is STARBUCKS first store in Latin
America to offer STARBUCKS Reserve® Coffee and the Clover® Brewing System.

The STARBUCKS Reserve® line is a special collection of unique, small-batch arabica coffees available
only in select stores for limited periods of time. The first Reserve® coffee to be featured in Colombia is
STARBUCKS Reserve® Colombia El Peñol, which is sourced from 160 small farms near the town of El
Peñol in the Antioquia department in association with Cooperativa de Caficultores de Antioquia.
STARBUCKS Reserve® Colombia El Peñol, which was created exclusively for the Colombia market, is
elegant and balanced with flavors that highlight black currant and bittersweet chocolate mousse.
Customers will be able to enjoy STARBUCKS Reserve® Colombia El Peñol by the cup on the Clover®
Brewing System in the Parque de la 93 store or at home by purchasing whole bean packages by the half
pound.

The Clover® Brewing System is one of the most significant innovations in coffee brewing since the
introduction of the espresso machine, and is only available in select STARBUCKS stores globally. It
allows customers to discover new layers and dimensions within a coffee’s familiar aroma, flavor, body
and acidity, brewed fresh by the cup. Customers who visit the Parque de la 93 store will have the
opportunity to try any of the five Colombia coffees available on the Clover®.

On the second-level of the Parque de la 93 store during certain hours, customers will have the
opportunity to immerse themselves in an interactive coffee bar experience and discover different
types of brewing methods such as the manual, pour-over style Chemex® Coffeemaker or the classic
coffee press. In this interactive environment customers will have the opportunity to spend more time
with STARBUCKS baristas, explore STARBUCKS® coffees, ask questions, and purchase their favorite
brewing equipment and packaged coffee for home use.

Inspired by the Pre-Colombian gold era as well as STARBUCKS longstanding relationship with
Colombian coffee farmers, the Parque de la 93 store contains several iconic features designed through
a collaboration between STARBUCKS and local designers like interior designer Mariana Vieira, artist
Luis Carlos Cifuentes, and industrial and furniture designer Ana Reza-Hadden.

Long-Term Commitment to Colombian Coffee Farmers

As the largest purchaser in the world of premium arabica coffee from Colombia, STARBUCKS is
committed to the livelihoods of Colombian coffee farmers. In 2012, STARBUCKS opened a Farmer
Support Center in Manizales, Colombia to deliver training and agronomy support to Colombian coffee

Pág. 3 de 5
farmers. Last summer, STARBUCKS announced a public-private partnership with the U.S. Agency for
International Development (USAID) that is investing $3 million to increase Colombian coffee yields and
to enhance economic opportunities for Colombian farmers. The public-private partnership will enable
the Manizales Farmer Support Center to positively impact 25,000 coffee farmers throughout the
country. In addition to its work with USAID, STARBUCKS is also working with the Grameen Foundation
and Coocafisa Cooperative de Salgar to promote adoption of better agronomy practices among
smallholder coffee producers in Antioquia, Colombia using tablets and mobile technology.

Investing in Youth Leadership in Bogota Public Schools

In addition to supporting coffee farmer livelihoods, STARBUCKS is also committed to helping
communities thrive where it operates. Recognizing the critical role that youth leaders play in positively
transforming communities, STARBUCKS, ALSEA and NUTRESA announced a financial donation to
support a non-profit Youth Leadership Training Program that is helping 350 underserved Bogota public
high school students to improve their leadership skills and become role models in their communities.
As part of the initiative, networks of young people will be empowered to assess the issues in their
community and create projects to address these issues. In addition to the financial investment, the
three companies will also provide volunteers to coach and mentor students as they implement their
projects in the community.

Doris Stella Vergara, director of the Colegio Técnico Comercial Manuela Beltrán, in Bogota, one of the
first beneficiaries of the program said, “We are extremely pleased with this investment and the
recognition of the hard work we do bringing new opportunities to our students. This initiative will help
us improve their capacity to get a job and to generate alternatives though entrepreneurship. With this
support, our hope is to help our students live a satisfying life with greater clarity on their personal,
academic and professional goals.”

About ALSEA
ALSEA is the leading restaurant operator in Latin America with globally recognized brands in the quick
service, coffee shop and casual dining segments. It has a multi-brand portfolio comprised of DOMINO’S
PIZZA, STARBUCKS, BURGER KING, CHILI’S, CALIFORNIA PIZZA KITCHEN, P.F. CHANG’S, PEI-WEI,
ITALIANNI’S, THE CHEESECAKE FACTORY, VIPS and EL PORTON. At the end of June 2014, the company
operated more than 2,200 units in Mexico, Argentina, Chile and Colombia. Coming soon will begin
operations in Brazil. ALSEA's business model includes backing for all of its Business Units through a
Shared Services and Support Center that provides aid for all of the Administrative and Development
Processes, as well as the Supply Chain. The Company has more than 50,000 employees in 5 countries.
ALSEA has earned the distinction of a “Socially Responsible Company,” and it is one of the top 20 “Best
Places to Work” in Mexico.

Pág. 4 de 5
About GRUPO NUTRESA
GRUPO NUTRESA is the fourth largest food company in Latin America in terms of market cap and is the
leader of the processed foods industry in Colombia. The group participates in seven lines of business:
cold cuts, biscuits, chocolates, coffee, ice cream, pasta, and Tresmontes Lucchetti (TMLUC). It is made
up of 64 companies that have beloved and recognized brands. NUTRESA employs more than 37,000
partners and has a 93-year history of delivering nutritious products that provide their consumers with
wellness and enjoyment in their daily lives. GRUPO NUTRESA is present in 15 countries in the Americas,
from the United States to Chile and Southeast Asia in Malaysia. NUTRESA sells products in 72 countries
across five continents, with global sales amounting to USD 3.4 Billion. In 2013, GRUPO NUTRESA was
included for the third consecutive year in the Dow Jones Sustainability World Index, and obtained the
Bronze Class recognition in the “Sustainability Yearbook 2014,” which places it among the six best
companies in the food sector in the world in terms of sustainability. Likewise, it was recently
recognized as the third best company to work in Colombia, according to the Merco Personas 2014
study.

About STARBUCKS
Since 1971, STARBUCKS Coffee Company has been committed to ethically sourcing and roasting high-
quality arabica coffee. Today, with stores around the globe, the company is the premier roaster and
retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our
guiding principles, we bring the unique STARBUCKS Experience to life for every customer through every
cup.

Bibliografía
 Calderon, A. (2014). STARBUCKS Unveils Iconic First Store in Colombia Honoring Country’s Rich

Coffee Heritage. STARBUCKS Newsroom. http://news.STARBUCKS.com/news/STARBUCKS-
 unveils-iconic-first-store-in-colombia-honoring-countrys-rich-cof


















Pág. 5 de 5