By Susie
Davidson
Advocate
Correspondent
The American Muslim
“Global Action Alert” has called for a boycott of North American,
European and Middle Eastern Starbucks outlets, based on claims that Starbucks
CEO Howard Schultz, a vocal Zionist, incited violence against Palestinians in a
recent speech at a Seattle synagogue.
Schultz, a
48-year old Seattle resident with a 1975 BS from Northern Michigan University,
formed Starbucks Corporation, which presently has over 3,600 stores around the
world, in 1987.
What
Schultz actually said in the April 4th speech was: "What is going on in
the Middle East is not an isolated part of the world. The rise of anti-Semitism
is at an all-time high since the 1930s. . . . If you leave this synagogue
tonight and go back to your home and ignore this, then shame on us."
“This isn't
about Israel or land,” Schultz said. “It's about anti-Semitism and
legitimizing attacks on and murder of Jews. Nothing less.”
"I
deeply regret that my speech in Seattle was misinterpreted to be
anti-Palestinian," said Schultz later in a personal company statement.
"My position has always been pro-peace and for the two nations to co-exist
peacefully. I am deeply saddened by the current events in the Middle
East."
“Howard
Schultz recently shared his concern over the rise of anti-Semitism,” says
a Starbucks statement, “which is linked to the growing crisis in the
Middle East. Howard's comments were not intended to be anti-Palestinian in any
way. He addressed the rising concern over terrorist acts overseas, specifically
relating to the bombing of a synagogue in France. Howard does not believe the
terrorism is representative of the Palestinian people.”
"The
current situation in the Middle East,” says Starbucks President Orin
Smith, “is of grave concern to us all. Since 1998, we have had business
interests throughout the Middle East, in several Arab countries and Israel. Mr.
Schultz made his comments as a private citizen. Excerpts of his comments were
selectively reported.”
Schultz has
defended Israel across the country as he has stressed the importance of
tolerance. He has helped with student projects including seminars in Israel and
the North America on the Middle East situation. On March 6, he spoke at
University of Washington. While recounting his recent visit to Auschwitz,
meeting with a revered rabbi and with Israeli youths, he stated, “You
don’t know who your friends or foes are. You don’t know from day to
day whether you’re going to survive.” Schultz also warned of
growing levels of anti-Semitism in the United States.
“It
is tragic that propaganda that the terrorists sent to the media is linking
September 11 with Israel,” he said.
The State
of Israel honored Schultz with "The Israel 50th Anniversary Tribute
Award"; his work as a spokesman on behalf of Israel has been praised by
the Israeli Foreign Ministry as being key to Israel’s long-term PR
success as well.
Starbucks
runs a venture with Israeli conglomerate Delek Group (Shalom Coffee Co). It opened its first two cafes in Tel
Aviv in September 2001, and plans 15 more throughout Israel by the end of 2002.
Delek, with
US headquarters in Nashville, Tennessee, has recently purchased a chain of US
convenience stores, and is the majority shareholder of Starbucks Israel.
Starbucks
President Peter Masien is enthused. "We expect Israel to be an excellent
market for Starbucks, with great growth opportunities," he says.
Starbucks
has shown great respect toward the Muslim culture; in September 2000, the
traditional Starbucks logo with a long-haired woman, which was offensive to the
Saudi religious police, the muttawa, was removed, as it was not deemed proper
to have the sight of a woman on one’s coffee cup (recently, the muttawa
reversed their decision, after Starbucks had voluntarily altered their policy).
Starbucks
Coffee, Tea and Spice, ground its first bean in 1971 in a small Seattle coffeehouse
run by Jerry Baldwin, Zev Siegel, and Gordon Bowker. In ten years, they opened
four Seattle locations. Schultz, a New York City-based VP at Swedish kitchen
equipment maker Hammarplast, noticed that Starbucks was ordering a special type
of coffeemaker. Traveling to the Pacific Northwest (possibly under one of their
strong concoctions), he felt the buzz, sold his expansion ideas, and was hired
as head of marketing. He raised $1.25 million in equity by the end of 1986
(which included backing from Baldwin, Siegel and Bowker), and purchased the
original Starbucks franchise. Under Schultz, 150 Starbucks opened between 1987
and 1992 and the rest has perc’d, brewed and foamed beyond
anybody’s expectations.