“For more than three decades, coffee has captured my imagination because it is a beverage about individuals as well as community. A Rwandan farmer. Eighty roast masters at six Starbucks plants on two continents. Thousands of baristas in 54 countries. Like a symphony, coffee's power rests in the hands of a few individuals who orchestrate its appeal. So much can go wrong during the journey from soil to cup that when everything goes right, it is nothing short of brilliant! After all, coffee doesn't lie. It can't. Every sip is proof of the artistry -- technical as well as human -- that went into its creation.”

“Coffee is far more than a beverage. It is an invitation to life, disguised as a cup of warm liquid. It's a trumpet wakeup call or a gentle rousing hand on your shoulder ... Coffee is an experience, an offer, a rite of passage, a good excuse to get together.”

“Even if you tell yourself "Today I'm going to drink coffee the wrong way ... from a dirty boot." Even that would be right, because you chose to drink coffee from that boot.Because you can do nothing wrong. You are always right. Even when you say, "I'm such an idiot, I'm so wrong..." you're right. You're right about being wrong. You're right even when you're an idiot. No matter how stupid your idea, you're doomed to be right because it's yours.”

“So when some refer to Starbucks' coffee as an affordable luxury, I think to myself, Maybe so. But more accurate, I like to think, is that the starbucks experience - personal connection- is an affordable necessity. We are all hungry for community.”

“As a rule, capitalism is blamed for the undesired effects of a policy directedat its elimination. The man who sips his morning coffee does not say, "Capitalism has brought this beverage to my breakfast table." But when he reads in the papers that the government of Brazil has ordered part of the coffee crop destroyed, he does not say, "That is government for you"; he exclaims, "That is capitalism for you.”

“The whole purpose of places like Starbucks is for people with no decision-making ability whatsoever to make six decisions just to buy one cup of coffee. Short, tall, light, dark, caf, decaf, low-fat, non-fat, etc. So people who don't know what the hell they're doing or who on earth they are can, for only $2.95, get not just a cup of coffee but an absolutely defining sense of self: Tall. Decaf. Cappuccino." - Joe Fox”