Starbucks Brazil Celebrates 10th Edition of Caramel Day in Partnership with Gol de Letra Foundation

The company will donate profits from sales of its Starbucks® Caramel Macchiato and Starbucks® Caramel Frappuccino® Blended Beverages on December 1st to the nonprofit organization supporting children’s education.

São Paulo – SouthRock – Starbucks licensed retail operator in Brazil – today announced that it will celebrate the tenth edition of its Caramel Day initiative on December 1, 2022. On this special day, which also marks Starbucks 16th anniversary in the market, profits from Starbucks® Caramel Macchiato beverages (in both latte and iced versions) and Starbucks® Caramel Frappuccino® Blended Beverages will be donated to Gol de Letra Foundation, a nonprofit organization that offers support and education to children and teenagers in need.  

"We love Caramel Day and celebrating another edition and ten years of partnership with Gol de Letra Foundation is a source of great pride for us,” said Claudia Malaguerra, Managing Director of Starbucks Brazil. “This date combines the celebration of Starbucks arrival to Brazil with one of the main pillars of our brand, which is to positively impact the communities where we have presence, furthering our mission to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time."

This year, Starbucks Brazil and Gol de Letra Foundation will donate Caramel day proceeds to Open Game (Jogo Aberto). This program contributes to the comprehensive education of children and teenagers – combining social assistance, community development and sports – and providing 6 to 18-year-olds the possibility to experience more than 15 sports, including athletics, gymnastics, judo, futsal, and more.

“We are very grateful for the 10 years of partnership! Caramel Day has an important impact on the lives of children, teenagers and young people who could have new opportunities”, said Raí, former professional soccer player and founder of Gol de Letra. “We greatly value those who have been by our side for so long, as those who work with education only see results in the long term, and this shows that Starbucks has a vision of the future.”

Decade-long partnership supporting vulnerable communities in Brazil

Caramel Day, called DiaMaria Luisa pela Educação until 2017,was created in honor of Maria Luisa Rodenbeck, responsible for the arrival of Starbucks in Brazil and whose favorite drink was the Starbucks® Caramel Macchiato. This partnership with Gol de Letra Foundation began in 2013 and, since then, Starbucks Brazil has donated more than R$400,000 impacting over 10,000 children and teenagers.

Gol de Letra Foundation was founded in 1998 by the soccer champions Raí and Leonardo. The nonprofit organization contributes to the education of vulnerable children and youth so that they have increased opportunities and a better outlook on life.

The 10th edition of Caramel Day will be exclusively for purchases of Starbucks® Caramel Macchiato beverages (in both latte and iced versions) and Starbucks® Caramel Frappuccino® Blended Beverages, made on December 1, 2022. The products will be available across all stores in the market or through the Rappi delivery app, as well as the Starbucks Brazil app, while supplies last.

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