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Starbucks CEO speaks out to Cramer on race

Starbucks' Schultz wants to bridge cultural divide
Starbucks' Schultz wants to bridge cultural divide

On Tuesday, the CEO of Starbucks, Howard Schultz, received a lot of raised eyebrows for the latest Starbucks campaign called "Race Together."

The CEO basically set out to encourage a national conversation on race relations, which aligns with the company's socially conscious image. Part of the campaign calls for baristas to write the words "Race Together" on customers' cups to invite a casual dialog about race relations in America.

In its annual shareholder meeting, Schultz spent a lot of time discussing the campaign, along with the two-for-one split announced on Wednesday.

Howard Schultz, chairman and former CEO of Starbucks
Adam Jeffery | CNBC

Could this campaign really change the face of conversation for race relations in the U.S.? To find out what could be in store for Starbucks, Jim Cramer spoke with Schultz.

The CEO clarified the intent of the campaign, saying, "All we are trying to do is potentially do something catalytic to start a conversation. We don't want to be intrusive on any level."

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"We are simply trying to raise the awareness, the level of empathy and compassion necessary to bridge the cultural divide."

Schultz added that Starbucks has had a long history of recognizing its social awareness and using its national footprint to act as a major platform. His goal is to raise the level of awareness and sensitivity surround race relations by exploring the question of "can we use our skill for good?"

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