By Starbucks Brazil Editorial Staff
In Brazil, Starbucks has a long history of social impact and of promoting a culture of warmth and respect where everyone is welcome. In November 2021, another well-being initiative took place.
Through SouthRock, brand's licensed operator in the country, Starbucks announced a partnership with the Gerando Falcões network, a non-profit organization and social development ecosystem, that works to accelerate the impact of favela leaders across the country, offering education, economic development and citizenship services.
“Favela residents cannot study because they cannot afford it and, consequently, they cannot get a job because they are neither specialized nor experienced. This situation worsened even more during the pandemic, when many lost their jobs and others were prevented from working in the informal sector, which was their only source of income,” explains Edu Lyra, founder & CEO of Gerando Falcões.
With the objective of transforming the lives of those who live in Brazilian favelas, in 2021, Starbucks created a trainee program without a university degree requirement, as well as exclusive job vacancies for young people and adults in its offices and stores in Brazil supported by the Gerardo Falcoes institution.
“This career development program aims to proactively promote diversity, equity and inclusion in our teams, submitting candidates to a careful selection, in which different skills are evaluated. No university degree is required,” explains Erika Hamada, partner and Senior HR Manager at SouthRock, Starbucks licensed operator in the country.
Talent that must be supported
Upon joining the trainee program, professionals undergo a qualification and technical training process, in adition to mentoring and support from SouthRocks and Gerando Falcões’ teams, as well as from Starbucks leadership. All in line with a clear career path to follow.
“There are great innovative, creative and resilient talents in the favelas – skills that are sought after in many industries. But there is a lack of access to education, professional development and employment opportunities. So these talents often go undiscovered. This is why initiatives like these are essential,” explained Lemaestro, expansion director and co-founder of Gerando Falcões.
“Giving opportunities to talented people without a degree breaks the barriers to access better opportunities. This is what SouthRock and Starbucks are providing to young people through the partnership with Gerando Falcões. This is one of the ways we can break down walls; by building bridges and putting favela poverty in the museum”
To better contribute to the network’s initiatives in several cities in Brazil, the partnership also included new Starbucks products in stores across the country: the mini Ginger and mini Palha Italiana. These products’ packaging was co-created with Gerando Falcões designer Leandro Augusto Araújo, and all sales net profit from will be donated to the organization.
In addition, Starbucks donated all the net profit from the sale of 5 new flavors of Frappuccino® to Gerando Falcões. The delicious treats were created by Brazilian baristas in honor of the brand's 15th anniversary in Brazil, celebrated in October 2021 (available for a limited time).
The partnership between Starbucks, SouthRock and Gerando Falcões was the cherry on top of 2021, in which the brand celebrated 15 years in Brazil and a legacy of actions and initiatives in support of the local communities.
Over the last 15 years, Starbucks has worked with more than 100 NGOs and institutions in the country, in the states of São Paulo, Rio de Janeiro, Santa Catarina and Distrito Federal, making a significant impact on the lives of partners and customers in those regions:
- Since 2013, Starbucks has been a partner of Gol de Letra Foundation, promoting the traditional annual Caramel Day, a date in which all profits from the Caramel Macchiato beverages are used to support education initiaves for young people across the country.
- Since 2017, Starbucks has carried out Pride campaigns, which support the LGBTQIA+ communities in the states where we operate.
- In the last 3 years, the Global Month of Good in Brazil engaged over 1,600 people and donated more than 1 million clothes and food items.
- More than 500,000 food items and supplies were donated to over 100 institutions in 2020 during the COVID-19 pandemic:.
- Since 2020, Starbucks has been carrying out the EU SOU Project, which supports the social name change process for trans partners and local NGOs members.
- Mobilization of a Social Fund in partnership with Rappi (delivery service) to donate funds to local NGOs.
- In 2021, Starbucks opened the first Farmer Support Center in Brazil, reinforcing its goal of strengthening coffee communities, which have permeated the brand's operations since the beginning.
In Brazil, Starbucks has remained faithful to its core mission and values as it promotes change and creates a legacy for society through its own efforts and by joining partners who are transforming agents, such as the Gerando Falcões.