Starbucks is considered one of the world's most ethical companies (Smith, 2012). Starbucks makes conscious efforts to be a responsible company and conduct business in an ethical manner. It prides itself in the ethical way it does business, through community, sourcing, environment, diversity, and wellness. Starbucks is part of Fairtrade and known for its sustainability, all its coffee farms are certified: "We're proud of our commitment to buy and serve high quality Arabica coffee that is responsibly grown and ethically sourced". The well-known coffee brand Starbucks has entered into the acute crisis stage. It is June the 14th 2019 at 8am, Starbucks CEO Kevin Johnson receives a phone call from a local Starbucks representative in Cameroon, informing him that one of Starbucks coffee farms is on fire. The CEO turns the television on at 8:05am and sees that rescuers are on the scene saving lives of workers, however, 114 of the victims are children aged between 4 and 14. Draw a timeline for the first day of crisis and plan your crisis communication (When to use social media, post on website, press conference).