The Coffee Culture Howard Schultz Wanted to Bring to America

Season 4 Episode 435
Aired on 12/08/2013 | CC tv-14
In his late 20s, Howard Schultz was head of sales for a kitchenware company when he noticed a small company called Starbucks Coffee, Tea and Spice was ordering a large number of European drip coffeemakers. Intrigued, Howard visited the shop himself, convinced the company's owner to hire him as marketing director and moved across the country to Seattle. Shortly after that, a business trip took Howard to Italy, where coffee is an art. Watch as Howard shares what he learned from the cozy espresso bars he saw and reveals what he was inspired to bring back to America after his trip.

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