edf40wrjww2CF_PaperMaster:Desc
Amsterdam--Expressions are like espresso. Both can be dispensed with ease, but often carry a powerful punch. Consider the coinage "niche port." Most water gateways hate this term because it seems to diminish the impact a port has on the region's economy. But when one applies the term to the Port of Amsterdam, and backs it up with the brand name "Starbucks," a whole new meaning comes into play.
"Amsterdam's strategic geographical location in continental Europe makes it an ideal home for our facility," says Mark McKeon, president of Starbucks Coffee Company for Europe, Middle East and Africa. "The building of our roasting plant in Amsterdam fulfills one of our key corporate strategies of world class execution in supplying hundreds of existing and new Starbucks stores in the region with our high quality, fresh roasted coffee."
In an exclusive interview with World Trade, McKeon goes on to describe the particular value-added attributes of the port here.
"Because it is relatively small and self-contained, we can expect to receive specialized service," he says. "Amsterdam is a glamorous city, and we have a glamorous product, so it's a good fit."
The port facilities, adds McKeon, suit the breakbulk demands of this precious commodity.
"We might not get the same priority at a larger container port," he says. "Here, we know that we'll be given high status, and first-rate treatment in every aspect of our operations."
Port authorities agree: "Our historical legacy was important to Starbucks," says Kees Noorman, who oversees the gateway's real estate department. "We are a small entity with very big plans for expansion. This is a step in the right direction."
Slated for completio ...