The Columbia Journalism Review has reported that popular coffee chain, Starbucks, is opening its own media company that will focus on producing long-form documentaries, focusing on social justice issues.
The news was first broken yesterday by veteran Washington Post reporter, Rajiv Chandrasekaran, on Twitter when he announced that he would be leaving The Post to pursue the project with Starbucks.
— Rajiv Chandrasekaran (@rajivscribe) February 26, 2015
Chandrasekaran told The Post that the move has nothing to do with public relations and that the brand genuinely wants to push social change.
“This is Starbucks and Howard Schultz recognizing the power of storytelling and wanting to help contribute to the national understanding around a set of key issues,” he told the Review.
While there has been no official word from Starbucks about the project, or what it will be named, Chandrasenkaran has hinted that the company’s initial project will explore veteran’s issues.