Being a sponsor at the Sundance Film Festival doesn't buy you the world.

Officials at Starbucks Coffee, a sustaining sponsor at Sundance, must have been surprised when they learned that one of the movies in the World Documentary competition, "Black Gold."
The British doc is a critical look at how little of that $4 you spend on your venti mocha latte actually makes it to the Third World farmers who grow the beans.

Starbucks went on a charm offensive, setting up interviews with Sandra Taylor, the company's senior vice president for corporate social responsibility (try fitting that on a business card). The company also put out a press release that reassuringly states that "Starbucks believes that coffee farmers should make a living wage and be paid fair prices."