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Starbucks stops writing 'race together' on cups after 'cascade of negativity'

They haven’t given up on the whole idea though.


STARBUCKS HAS STOPPED its campaign to mix discussions of racism with its coffee after the initiative met with scepticism and sarcastic put-downs.

In an open letter saying the “Race Together” campaign was ended on Sunday, CEO Howard Schultz summed up the effort as “always just the catalyst for a much broader and longer-term conversation.”

Schultz last week had baristas serve coffee in cups bearing “Race Together” slogan to open the discussions, saying the United States needs a “new level of sensitivity, understanding around these issues.”

Starbucks Race Together Source: AP/Press Association Images

Instead, the company’s senior vice president of global communications Corey duBrowa said he was inundated with such a “cascade of negativity” that he temporarily shut down his Twitter account last week.

Many saw the initiative as a publicity stunt, and found irony in low-paid servers moderating a national debate on race.

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But Schultz said he hasn’t given up on the idea, insisting the initiative was “far from over.”

“We have a number of planned Race Together activities in the weeks and months to come,” he said.

Read: Would you like a discussion with that? Starbucks staff to talk to customers about racism>

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