Paper short abstract:

Many initiatives address 'African problems' through 'shopping for good,' effectively commodifying them for easy consumption. We examine how Starbucks' 'corporate developmentalism' seeks to revitalize coffee in Eastern Congo. We reflect on their consequences for beneficiaries and corporations.

Paper long abstract:

In spring 2016, Starbucks launched its first single-origin specialty coffee from South Kivu. The most expensive coffee in Starbucks' line is produced with support from the 'Kahawa Bora' project linking US Agency for International Development, Howard G. Buffett foundation, Catholic Relief Services and the Eastern Congo Initiative (ECI)—a celebrity-led development organization founded by Ben Affleck. On the basis of fieldwork in DRC, a desk study and interviews with stakeholders of the project, we critically examine the initiative as a new phase of 'Brand Aid,' when celebrity-promoted products linked to causes (often targeted to Africa) are sold to consumers who want to 'do good.' Kahawa Bora has attracted significant media attention, while other larger and technically-similar projects in Eastern Congo have gone relatively unnoticed. ECI as a partner shares the benefits of celebrity humanitarianism, an effective tool in drawing public attention to an issue. It is one of the many initiatives that claim to address social or environmental issues through 'shopping for good,' effectively commodifying 'African problems' for easy consumption. It is also one of the multitude of value chain interventions involving business, donors and NGOs. Yet, below the smooth surface of fixing crises with 'innovative' solutions lay a labyrinth of interests, political economies of affect, corporate strategies and the commodification of Africa for Western consumption. Ultimately, this article seeks to explain 'corporate developmentalism' through a deeper investigation into global value chains and celebrity humanitarianism, what consequences they have for putative beneficiaries, and what benefits they bring to corporations.