Starbucks backs social storytelling startup

The new company will reportedly focus on long-form storytelling and documentaries.

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

The coffee chain will back the startup, which will focus on long-form storytelling and documentaries, according to media reports.

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

Chandrasekaran told media outlets that Starbucks will not provide direct financial backing but will "collaborate" with the company.

The journalist has co-authored a book about veterans with Starbucks CEO Howard Schultz.

The startup will be headquartered in Seattle, the same location as the coffee giant’s head office.

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

The coffee chain partners with news organizations including The New York Times to offer free access to articles at its cafes.

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

This article originally appeared on Marketing.

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