I have not updated this series for quite a while. Then I read Mark Graban’s post over at MBTmag. His post titled, Starbucks Displays Their Slow Supply Chain, narrates how Starbucks are claiming that they serve only “fresh roasted” coffee when they’re practicing quite the opposite.

Here are some facts:

*A sign advertised that the Pike Place Roast beans had been roasted on April 13, in Carson Valley, Nevada.

*But the beans that are almost a month old aren’t exactly “fresh.” Most coffee experts say that beans are beyond their peak freshness after about 10 or 14 days.

*Would Starbucks so openly display their slow supply chain if more customers knew that April 13 isn’t exactly “fresh roasted?”

The bag was proudly labeled as “Freshly Scooped on May 10, by Chad.”

Lessons to be learned here:

Starbucks should very well know what they’re trying to espouse, which is serving freshly roasted coffee. If not, then I think they need to evaluate again their supply chain and operate accordingly. False advertising is a big no-no in business ethics.

*Photo credit