The Cost of “Principle” Starbucks said today that it agrees in principle to sign the licensing agreement that Ethiopia has been asking the company to sign on since March 18, 2005. This statement comes at a cost of 1076 precious days, transgression, millions of dollars, and tainted brands for Starbucks. The cost to the thousands of people who worked on this issue all over the globe is beyond price. It would be interesting to see what else it will take for Starbucks to end this ordeal. The countdown clock at the bottom left corner of this page is set to count from the date of the press release to the date the company will be signing the licensing agreement as promised. --------- At the end of the two days long meeting , Ethiopia and Starbucks agreed “in principle to sign a licensing, distribution and marketing agreement that recognizes the importance and integrity of Ethiopia’s specialty coffee names.” Read the press release here . LYIP calls this development a “great progress” whereas...