Hormone-free milk: Starbucks continues play to consumers' health phobias

Starbucks Corporation (NASDAQ:SBUX) doesn't break its expenses out by food group, but if it did, "dairy" would certainly be on the top of the list. It may be a coffee company, but milk makes up a large percentage of most of its beverages.

Since the company has switched to trans-fat free pastries, the next item on its list of consumer health phobias: hormones in milk. Artifical growth hormones fed to cows improve milk production; naturally, their use is rife with controversy. Some activists blame artificial growth hormones, known as rBGH, for a wide number of public health problems, from early onset of puberty for girls to interference with a woman's healthy pregnancy.

Starbucks, not one to sit on the sidelines of a potential PR benefit, has announced that all its U.S. stores will switch to rBGH-free dairy products (milk, half-and-half, whipped cream and egg nog). The company hasn't noted when this changeover will occur, although a spokesman said that the percentage of hormone-free milk had gone up from 27% to 37% since the end of 2006.

Sure, ten percentage points in two weeks is a huge jump; but with 63% of the company's dairy products left to go -- and no way to know whether your local shop is hormone-free without raiding its fridge -- activists are reserving their celebrations. And no patting Starbucks management on the back for being proactive. The company has been targeted by the Food and Water Watch, among others, in a campaign to eliminate hormones for several months.