Starbucks to back social storytelling by startup

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Starbucks is reportedly backing a "storytelling" startup.
Starbucks is reportedly backing a "storytelling" startup.

Washington Post associate editor Rajiv Chandrasekaran is launching the new venture with the coffee giant's backing

Starbucks is reportedly backing a startup being launched by Washington Post associate editor, Rajiv Chandrasekaran, who is leaving his post at the paper.

The startup will focus on long-form storytelling and documentaries, according to reports.

Last week, Chandrasekaran tweeted to say he was leaving the paper to "form a media company that will create and produce social-impact content with Starbucks."

Chandrasekaran told the press that Starbucks would not provide direct financial backing but would "collaborate" with the company.

The journalist had in the past co-authored a book on veterans with Starbucks CEO Howard Schultz and the startup will be headquarted in Seattle, the same location as the coffee giant's head office.

Starbucks did not respond to requests for comment but according to reports the startup will focus on issues that "matter" to Americans, including a project focusing on war veterans.

The company already partners with news organizations including the New York Times to offer free access to articles at its cafes.

Last month, the coffee giant announced it would trial shareable hot and cold snacks alongside wines and beers in a premium push.

This article first appeared on marketingmagazine.co.uk.

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