Starbucks, the world's largest chain of coffee shops is very proud of its mission statement which includes "treating people with dignity and respect," "developing enthusiastically satisfied customers," and "apply the highest standards of excellence in the purchasing, roasting, and fresh delivery of our coffee." In 2000, Starbucks was confronted with the demand that the company buy fair trade coffee. The demand was made by Global Exchange, a nongovernmental organization (NGO) that focuses on human rights. TransFair USA offers certification for fair trade coffee. Fair trade products meet the following conditions: fair prices; fair labor conditions; direct trade, i.e., working as closely with the producer group as possible; eliminating unnecessary middleman; democratic and transparent organizations; community development; and environmental sustainability. Starbucks had spent over 20 years building relationships with its suppliers, and now was asked to switch to fair trade coffee. What ethical responses can Starbucks make? Suppose you were representing TransFair USA, and someone suggest to you that you were in fact an unnecessary middleman; how would you respond?