Starbucks dropping ‘Race Together’ from its cups

SEATTLE – The cup-writing phase of the Starbucks “Race Together” campaign ended Sunday, but the coffee giant said it will continue with other aspects of its widely criticized bid to heal race relations in the U.S.

In a message to Starbucks staffers, chief executive Howard Schultz said asking baristas to write “Race Together” or put similarly labeled stickers on coffee cups was “just the catalyst for a much broader and long term conversation.” He said the cup-writing was an opening broadside always meant to last for just a week.

Starbucks’ gesture became a lightning rod for mockery on social media when the campaign began March 16; others criticized it as awkward or opportunistic.

Since then Schultz has defended the authenticity of his motives and others have come out in support of the coffee chain’s efforts to confront the issue of race relations.

In his letter, Schultz said the race initiative “is far from over,” and the company will continue with employee forums to discuss race. He said three more newspaper sections discussing race would be published in USA Today (the first one was published Friday). The company will also hire 10,000 young people considered at risk (neither employed nor studying full time), and open more stores in inner cities.