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April 1, 2015

, CNN Money

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View the video here:

http://money.cnn.com/video/news/2014/11/03/starbucks-ceo-on-military-veteran-jobs.cnnmoney/

Starbucks proves again that it won’t stop with just coffee.

Its latest project involves a new media start-up that “will create and produce nonfiction, social-impact content,” according to the new company’s founder, Rajiv Chandrasekaran.

Chandrasekaran wrote on Facebook Thursday morning that he will start with “television and film projects” linked to a book he co-wrote with Starbucks (SBUX) CEO Howard Schultz, “For Love of Country.” Some of that content will be produced “in partnership” with Starbucks.

Schultz and Chandrasekaran teamed up last year a book about the work of veterans both at war and at home. Chandrasekaran is also an award-winning long-time editor and reporter for The Washington Post.

Related: Starbucks wants to be the ‘Willy Wonka of coffee’

When the book published last November, Chandrasekaran called Schultz a “leader in our country and society of unquestioned stature” who has used Starbucks for social good, like educating the public about sacrifices made by the troops.

“There are a lot of people, quite frankly, who go in the morning through Starbucks doors to get a morning cup of coffee, who may not pay a whole lot of attention to these wars,” Chandrasekaran told CNNMoney’s Poppy Harlow.

Schultz has made social causes an important part of the company’s mission since he rejoined it full-time in 2008.

Starbucks has a veterans hiring initiative, and has weighed into political disputes like the fiscal cliff, the 2013 government shutdown and the minimum wage.

 

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