ProVeg urges Starbucks to make plant-based milks free, following coffee chains’ environmental targets

24 Jan 2020 --- ProVeg International, a global food awareness organization, is urging coffee chain Starbucks to drop its surcharge on plant-based milks if it is serious about achieving new climate targets. The charity’s call follows Starbucks’ newly announced goals for reducing its environmental impact and a pledge to expand its plant-based offerings. By 2030, the coffee chain is targeting 50 percent reductions in carbon emissions, water withdrawal and waste sent to landfill, as well as a move away from single-use plastics.

Dairy products are the biggest source of carbon dioxide emissions across Starbucks’ operations and supply chain, according to its latest sustainability assessment. Although soy milk alternative is offered free in the UK, if customers choose other plant-based milks such as oat, almond or coconut instead of cow’s milk, they are subject to an additional charge, prompting ProVeg to call for Starbucks’ pricing to reflect its climate ambitions.

ProVeg has written to Martin Brok, the President of Starbucks Europe, Middle East and Africa to call for plant milks to be made free across the region. The food awareness organization works closely with retailers, caterers and the foodservice industry to help them to offer more plant-based options.

Starbucks’ climate targets have been set at a time when demand for plant-based products continues to skyrocket – particularly in the UK. For example, this year a record number of consumers have signed up to the plant-based Veganuary movement; a total of 395,000 sign-ups so far this year, has surpassed last years’ total of 250,000. 

The nonprofit organization completely agrees with ProVeg’s call for plant-based milks at Starbucks. “In August, on World Plant Milk Day, we issued the same call to all high street coffee shops. Since then, both Costa and Pret a Manger have dropped the surcharge on all of their plant milks, so it’s time for Starbucks to do the same,” Toni Vernelli, International Head of Communications and Marketing at Veganuary, tells FoodIngredientsFirst. 

“Animal farming is responsible for more than half of all food-related greenhouse gases and cows are the prime cause, with each one burping out 600 liters of methane a day. The true cost of cow’s milk is a climate catastrophe. We’re adding our voice to calls for Starbucks to help halt the devastating impact animal farming has on our planet and provide free plant milk for all customers,” Vernelli states. 

“Starbucks’ policies on charging for alternative milks vary from country to country – all markets apply some surcharge for at least some, if not all, plant-based milks. In the UK, it charges an extra 40 pence (US$0.52) for oat, almond and coconut milk, whereas in the Netherlands, for example, the extra charge for all plant-based milks is 70 cents,” Verena Wiederkehr, International Head of Food Industry and Retail, ProVeg International, tells FoodIngredientsFirst. 

More consumers are choosing plant milk over cow’s milk for a variety of reasons whether it is for their health, animal welfare, lower environmental impact, to avoid dairy-milk allergens, or simply out of personal preference. 

ProVeg has urged every coffee shop chain that still charges customers extra for plant-based milk to drop the surcharge. “We have taken this opportunity, with Starbucks making a very public statement of intent this week in terms of emissions savings, to encourage it to bring its actions in line with its intentions,” Wiederkehr further explains. 

There is a wealth of data that indicates that the removal of barriers, such as availability and cost, when it comes to plant-based options can result in a significant uplift in sales and selection, she stresses. “Removing surcharges would act not only as a driver towards Starbucks’ ambitious 50 percent carbon emissions reduction target by 2030 but would also send a strong signal of commitment to these targets,” adds Wiederkehr. 

The future of milk
Alternatives to cow’s milk would appear to be the future of milk, according to Wiederkehr. “In the climate crisis, we have no choice but to urgently reduce our climate emissions. The dairy industry is a major contributor to climate change, with one liter of cow’s milk requiring more than 22 times more water and roughly 12 times more land, and emitting three times more greenhouse gas emissions than one liter of soy milk. Other types of plant milk, such as oat and rice milk, are similarly sustainable,” she explains. 

Market predictions look favorably on plant-based milks, with the sector expected to reach revenues of more than US$38 billion by 2024, up from US$8.2 billion in 2014, Wiederkehr notes. 

“One fascinating development, that could radically shake up the milk market, is cell-based alternatives to cow’s milk. Scientists and start-ups are working on producing cell-based versions of the proteins that are found in cow’s milk, such as casein and whey, but without the need for animals,” Wiederkehr reveals. “The production of cellular milk would require less energy, greenhouse gas emissions, and land usage and is, therefore, more resource-efficient than dairy farming.”

By Elizabeth Green

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