This week at the Seeds and Chips conference in Milan, Italy, Starbucks Executive Chairman Howard Schultz delivered a speech that received a standing ovation. Schultz spoke extensively about the company’s plan to address the needs of the modern consumer. “The consumer has thousands of choices today,” Schultz said. “The consumer is going to support the business whose values are aligned with their own.” Schultz repeatedly discussed that Starbucks is actively pursuing the launch of plant-based alternatives, a move he characterized as a “significant opportunity.” During its annual shareholder meeting in March, Starbucks Chief Operating Officer Rosalind Brewer revealed that customers can expect a forthcoming plant-based food line this year, and the coffeehouse chain added a vegan Macadamia Oat Cookie to its pastry case last month. This summer, it will also debut plant-based versions of its iconic bottled Frappuccinos.