Coffee franchise chain empowers deaf community

PETALING JAYA: As Starbucks Malaysia commemorates its 25th anniversary, Group CEO of Berjaya Food and managing director of Berjaya Starbucks Datuk Sydney Quays reflects on its progress as a brand that enriches communities across Malaysia.

This includes assisting the differently abled with its “signing stores”, that are staffed with deaf employees.

Established in 2016 and nestled in the heart of Bangsar Village II, its first signing store now stands as a beacon of light for its “special” staff, who look forward to fulfilling their dreams of career advancements.

Quays said in collaboration with local deaf associations, Starbucks had also set up two more signing stores in Burmah Road, Penang and Vivacity Megamall, Kuching.

“We have successfully employed and empowered many deaf people since 2016. These aspiring individuals have now become qualified Coffee Masters and shift supervisors, who contribute their skills and unique perspectives to the Starbucks family.”

Aside from employment, he said the brand also provides a platform for the deaf community to showcase their talents.

“Some of our stores are adorned with the artwork of deaf artists like Lim Anuar and Madang Ding Anyi.

“This initiative is a testament to our commitment to going beyond being a coffee destination. We aspire to be a canvas on which dreams are painted, talents are nurtured and the deaf community is embraced with open arms.”

Quays said the company launched an initiative called the “Starbucks Upcycled Flavorlock Pouch” programme, which empowers young girls and women from the B40 communities through tailored curriculums in 2019.

“Through our collaborative efforts, Starbucks customers donated used ‘Flavorlock’ Whole Bean coffee bags, which are meticulously upcycled into useful pouches.

“The materials are processed by the sewing and tailoring students from the Young Women’s Christian Association of Kuala Lumpur (YWCA KL) Vocational Training Opportunity Centre (VTOC),” he said, adding that for every pouch purchased, RM1 is donated to support the YWCA KL VTOC.

He said the programme also contributes to Starbucks’ commitment to reducing its carbon footprint and environmental impact beyond having products with an aesthetic appeal.

Quays also said Starbucks Malaysia is involved in a long-term partnership with NGOs such as What a Waste to eradicate food insecurity among low-income families.

“We helped to achieve this through a one-off grant of US$50,000 (RM232,000),” he said, adding that the foundation of a resilient society lies in ensuring universal access to nutritious food.

“Starbucks is fully committed to this cause as we recognise the daily struggles faced by many in breaking free from the shackles of poverty and malnourishment.

“Through these grants and our long-term partnerships, we aim to ensure every marginalised community receives the sustenance they deserve and that no one is left behind.”

Quays said in addition to its corporate social responsibility, Starbucks Malaysia is committed to ensuring the brand lives up to its halal compliance, which has been a part of its identity since it received its Jakim halal certification in 2006.

“In 2017, we became one the few companies that were listed in Jakim’s Rahmah Halal Malaysia initiative, a highly-valued initiative introduced to encourage industry engagement in Malaysian halal certification.

“Being certified by Jakim is more than a regulatory requirement. It is a symbol of our commitment to our racially and religiously diverse consumers.

“Since day one, the company has pledged to consistently meet and exceed the expectations set by Jakim, to ensure every product and service resonates with the essence of halal principles.”