Starbucks released a two minutes video on YouTube in response to that of Oxfam. No surprise there for a defensive and desperate party. What is striking in the video interview is the attempt by Dub Hay, Head of Starbucks coffee Team, to mislead the public. Here is the first segment of the one-man show: Question on the screen : Why won't Starbucks sign the trademark agreement with Ethiopia? Dub Hay : ( from narration ) For us to do what we've been asked to do, which is to sign a licensing agreement recognizing the trademark name to the geographies is something against the law. US law does have and allow it, and allow it for this, it does specifically allow it, called certification and we have proposed for this as an alternative; we are very committed to finding a solution with the Ethiopian government as it is in the best interest of the coffee farmers. Simply put, trademark is illegal because the law allows for certification [also]. The argument is insencere but the intrinsic mo...