Starbucks has initiated the Culto program as part of its ongoing commitment to fostering creativity and collaboration within the art community. The program aims to establish residencies at Starbucks' coffee farms, where contemporary artists can immerse themselves in the inspiring environments of these locations, ultimately creating new works that resonate with the essence of coffee and culture. This initiative is a continuation of Starbucks' past collaborations with artists who have designed unique coffee cups, store decor, and murals, extending their influence and connection to the artistic community.

Diego Recalde, the Marketing Director for Starbucks in Alsea, emphasized that just like coffee, art serves as a medium for human connection. By inviting contemporary artists to engage directly with coffee growers, Starbucks aims to deepen these connections and create a unique blend of experiences that bridges the gap between the art world and agriculture. The program is positioned as a key feature during the Zona Maco art fair, aiming to showcase the diverse artistic expressions that emerge from this symbiotic relationship between coffee and creativity.

As the Culto program unfolds, it is expected to not only elevate the visibility of talented artists but also spotlight the importance of sustainable coffee farming practices. This collaboration represents a significant step towards cultivating deeper relationships within the creative, agricultural, and consumer communities, ultimately contributing to a richer cultural dialogue surrounding coffee and art.