Reflection 2006: Trademark Dispute between Starbucks and Ethiopia

Goliath & David?

We are in the last days of year 2006 and Starbucks is still being asked to sign a voluntary Licensing Agreement acknowledging Ethiopia's ownership of its own coffee names. While I keep an eye on any developments through the end of the year, I hope the following summary of the major events and issues surrounding the dispute between Ethiopia and Starbucks helps you reflect on the past several days.

The first section of this summary tracks the chronological order of major events since the dispute erupted and the second section enlists links to and a brief description of articles, issues, and references posted on this blog through the end of 2006.


TIMELINE

2004: Starbucks filed application to register “Shirkina Sun-Dried Sidamo” trademark. Ethiopia asked Starbucks to drop its application because the country is preparing to register the names Sidamo and Harar; Starbucks refused to talk

2005: NCA filed a letter of protest asking Ethiopia's application to register all the names be denied. Starbucks then drop its application for “Shirkina Sun-Dried Sidamo” but continued to ignore Ethiopia's call to discuss. Ethiopia's application for Yirgacheffe trademark has been granted; the contestants expressed their regrets for lack of preparations to block it. Ethiopia continued to seek Starbucks' voluntary agreement acknowledging the country's ownership of the names Sidamo and Harar

2006 October: Oxfam and 85,000 Starbucks customers asked Starbucks to come to the table to discuss and sign a Licensing Agreement with Ethiopia acknowledging Ethiopia's ownership of the names Sidamo and Harar

2006 November: Oxford Professor offered an independent view and analysis concluding that Starbucks should help Ethiopians to dig themselves out of poverty by allowing them to participate meaningfully in the value chain, not deny them the means to do so (read here)

2006 December: Starbucks Employees Union asked Starbucks to honor its commitment to the coffee farmers (read here)

2006 December 16: Starbucks Day of Action transformed the campaign to a new phase. Activists from Ethiopian community, regional Fair Trade coalitions, University students, and consumer groups took the campaign to doorsteps of Starbucks coffee houses engaging employees and consumers with discussions over Starbucks' refusal to allow Ethiopian farmers to trademark their own coffee names. Analysts say, the campaign is turning the public dispute over the coffee names into questioning the values behind the Starbucks brand, which has so far been seen by the educated and modern class of the society as ethical, thereby shaking the bottom line.

2006 December: Ethiopia is expected to submit its counter-arguments to the USPTO


DAILY POSTINGS ON COFFEE POLITICS

Disingenuous Starbucks video distorts trademark issue
Dec 24 2006
Simply put, trademark is illegal because the law allows for certification [also]. ... Light Years IP (LYIP) says that Ethiopia bases its claims for the right ... that are distinctive, and are recognizable as such to the coffee industry. ...

Shayna of Oxfam responds to Starbucks
Dec 22 2006
Few days ago, I posted highlights of Oxfam's call for public action under Starbucks: Honor Your Commitments to Ethiopian Coffee Farmers. The first comment on this came from Starbucks.The comment posted by a writer who preferred to remain anonymous (have you ever read a name when the company comments?) reads:…

Will the farmers get the money the coffee trademark will be generating?
Dec 22 2006
Given the current government's repeated violation of law and order even in terms of the constitution it wrote, its tarnished human rights records, and attempts to silence the public in every way possible including repression and war, the role it plays in such initiatives is rightly questionable.

Dispute brings a rare opportunity for Starbucks
Dec 21 2006
The recent Starbucks Day of Action escalated the public dispute to another level, described by an activist as color orange or “severe” – red being “imminent” - in a scale of likelihood of public actions. Starbucks has not commented on this to date but there are indications suggesting that the company did feel the heat. Whether the giant would move from its stance remains an interesting story…

Oxfam's Starbucks Campaign Video
Dec 19 2006
Global voices against the bitter tastes of coffee trade ... an opportunity for you to share with friends what the Starbucks Vs Ethiopia public dispute is all about. ... For an independent analysis of the trademark dispute, please read this…

Activists in Seattle surprised Starbucks
Dec 18 2006
After a sleepless night on the eve of December 16, activists from the Ethiopian community, consumer groups, University of Washington students, and Fair Trade activists in Seattle took the international public campaign to the doorsteps of Starbucks coffee houses today…

Sleepless night
Dec 15 2006
Countdown
Policy Innovations' article says it all:"If you consider yourself a good global citizen, Starbucks Coffee could be keeping you up at night—and it might not be the caffeine. " Sleepless from Seattle tells the stories of many in Settle and all over the globe on this eve of December 16…

Disingenuous and patronizing
Dec 15 2006
Starbucks Day of Action
Special Edition
Oxford professor, Douglas Holt blasts Starbucks’ argument as disingenuous and patronizing in this commentary on the Seattle Post-Intelligencer, the main daily newspaper in Seattle."Perceptions that Starbucks works hard to benefit its poor coffee farmers have become a valuable part of the Starbucks brand for the company's customers. But when it comes to making the tough decisions, between caring and profit, does Starbucks really care?...

Starbucks: Honor Your Commitments to Ethiopian Coffee Farmers
Dec 14 2006
Go into your local Starbucks store, and ask the baristas (employees) for a cup of Ethiopian coffee. 3. Say: "I am here to show support for Ethiopia’s initiative to trademark its coffee names." 4. Hand the baristas the signed Myth/Fact ...

December 16: Starbucks Day of Action
Dec 12 2006
Ethiopia asked Starbucks to drop its application because the country is preparing to ... Ethiopia's application for Yirgacheffe trademark has been granted; ... a team of lawyers to protect its name; the Ethiopian coffee farmer has you. ...

Starbucks’ preference Vs. Ethiopia’s needs
Dec 11 2006
In a separate report, “Ethiopia argues trademark would give coffee growers an extra shot”, the Times quoted the director-general of the Ethiopian Intellectual Property Office, Getachew Mengiste as saying, “It (certification) is costly ...

Starbucks’ Economic Reasons
Dec 10 2006
In 2004, just before filing their applications to register the coffee brands, Ethiopian government officials discovered that Starbucks had already submitted an application to trademark “Shirkina Sun-Dried Sidamo. ...

How would the government benefit from the coffee trademark?
Dec 8 2006
The trademark dispute is better served within the context of global coffee market and international politics. The current standoff between Starbucks and Ethiopia, aided by Oxfam, ought to be scrutinized for what it is. ...

Starbucks' immoral stance might have consequences
Dec 7 2006
Gemeda Humnasa of American Chronicle warns that Starbucks’ refusal to accept Ethiopia’s ownership of its own coffee names will have consequences...

Poverty amidst plenty and the Starbucks factor
Dec 6 2006
Human rights groups are the latest voices accusing Starbucks of its indecency and for abusing its market power, a style widely seen as dictating a remotely controlled colonial market system...

Kenyan coffee farmers angry at Starbucks
Dec 4 2006
Jim Donald, CEO and other senior Starbucks officers’ visit to Kenya followed the failed talks with the government in Ethiopia regarding the coffee trademark dispute. The report by Moses Njagih and agencies said that "angry farmers from ...

Starbucks’ point of view on the trademark dispute
Dec 2 2006
Throughout this public dispute over Ethiopia’s move to trademark the country’s best coffee names, Starbucks’ position has been to refrain from discussing the issue publicly. As a result, those who have attempted to listen to Starbucks’ ...

One Dollar a Day Vs. Four Dollar Lattes
Dec 2 2006
... exemplified the dispute over Ethiopia’s application to trademark its best-known ... per day in Ethiopia and the cost of a Latte in the rest of the world. ... Ethiopia from trademarking its best-known coffee beans Sidamo and Harar, ...

Lip service?
Dec 2 2006 By anonymous contributor
I have recently been following the news on the coffee branding war between the Ethiopian government and the US coffee giant Starbucks Corporation, which was fueled by the involvement of other third party blowers like Oxfam and may be the World bank, if not in an official capacity…

Starbucks Employees Union for Ethiopia
Dec 1 2006
ACTION
Starbucks, Stop Usurping Ethiopia's Cultural Heritage
Friday, December 01 2006 @ 07:08 AM PST Contributed by: Worker Freedom
The meeting of Starbucks' CEO with Ethiopia's Prime Minister has not changed the company's mind on a licensing agreement which respects the cultural heritage of coffee farmers…

Starbucks wants to hear your story
Dec 1 2006
IMPORTANT!
How’s Xmas celebrated in the coffee growing regions? Click here and add yours on the map...
There is more to Corporate Social Responsibility
Nov 30 2006
At least, conceptually.Mary Crane asks on the Forbes, “So when your social responsibility agenda makes your company a target, is continuing your CSR program worth the headache?”Keith Slack of Oxfam sees it differently on Putting Teeth in Corporate Social Responsibility. “Corporate social responsibility (CSR) has become a fashionable, if not particularly well-defined,...

Timeline
Nov 30 2006
Chronological order of major events during the Starbucks vs Ethiopia dispute over coffee names
2004: Starbucks filed application to register “Shirkina Sun-Dried Sidamo” trademark. Ethiopia asked Starbucks to drop its application because ...

The meeting is over; what was there for the farmer?
Nov 29 2006
Breaking its silence, the government disclosed details of Starbucks CEO Jim Donald’s Ethiopia visit to the public. The Embassy in Washington D.C., also known for its antiquated business styles even at Ethiopia’s standards, posted the press release on its website today...

Oxfam Calls On Starbucks to Move Forward On Trademark Issue
Nov 29 2006
Starbucks CEO Meets with Ethiopia Over Ownership of Coffee Names Nov 29 2006To: National Desk Contact: Helen DaSilva 617-728-2409 or 617-331-2984, or Laura Rusu 202-496-3620 or 202-459-3739, both of Oxfam America

WASHINGTON, Nov. 29 /U.S. Newswire/ -- International aid agency Oxfam welcomed Tuesday's meeting between Starbucks CEO Jim Donald and Prime Minister Meles Zenawi, but urged the international coffee giant to stop dragging its feet before the holidays,…

Rated 'R'
Nov 28 2006
According to Oxfam, Starbucks (nasdaq: SBUX - news - people ) had a hand in the Ethiopian government's recently failed attempt to trademark two of the nation's coffee bean names, Harar and Sidamo. The government believes that ...

Uncensored, Straightforward Talks
Nov 28 2006
Why should the govt. be allowed to own the trademark when the govt. does not even allow the coffee farmers to own their land? I don't trust our government is working for the benefit of the Ethiopian farmer. In fact, I am concerned that ...

Brand Hypocrisy at Starbucks
Nov 27 2006 by Douglas Holt
Efforts by the Ethiopian coffee sector to trademark Ethiopia’s most valuable coffee brands have come to a screeching halt, courtesy of The Starbucks Corporation. The coffee sector is pursuing trademarks in all major international ...

Ethiopian coffee trademark dispute may leave Starb...
Nov 27 2006
... with its brand as a row over prices for Ethiopian coffee farmers intensified. ... Ababa’s attempts to trademark Ethiopia’s coffee varieties in the United States. ... accusing Starbucks of actively blocking Ethiopia’s trademark bid. ...

The government must start to talk publicly
Dec 24 2006
It is high time that the government in Addis and its Embassy here in the US must talk about the trademark issue openly to the public. Enough for the silence! The anti-poverty organizations’ innovative and sophisticated approach to eradicate poverty in Ethiopia is

FAQ: What is really going on between Starbucks an...
Nov 22 2006
Though Starbucks has since withdrawn its application for Shirkina Sundried Sidamo Coffee trademark, the National Coffee Association (NCA) filed a letter of protest in opposition to Ethiopia’s applications on the basis that these names ...

What is underneath Starbucks' sugarcoated talks?
Nov 18 2006
If trademarking Ethiopia’s Specialty coffees translates to a gain of $88 million annually for the poor farmer, why is it not helpful to trademark? Who is the legitimate owner of the names Sidamo, Yirgacheffe, and Harar? ...

The campaign is heating up
Nov 17 2006
Legal and IP experts have supported Ethiopia in its approach, expressing that the trademark and licensing project is an innovative, viable solution that would give Ethiopia greater control over its coffee names. ...

Ask Starbucks to sign the agreement
Nov 16 2006
With as many as 15 million Ethiopians dependent on coffee revenues, the Ethiopian government has asked Starbucks to sign a licensing agreement that will give Ethiopia trademark control over the names on its coffee. ...

Starbucks' prescription for Ethiopia: GI certifica...
Nov 15 2006 http://www.ethiomedia.com/
The Ethiopian Fine Coffee Trademark Licensing Initiative, a project funded in part by the UK’s Department for International Development, implemented by Ethiopia aims to secure Ethiopia’s legal ownership of its specialty coffee names ...