(FORTUNE) — Starbucks CEO Howard Schultz has never shied away from involving his company in controversial debates, whether those debates are about same-sex marriage, or gun control, or U.S. government gridlock.
But the executive, who oversees a coffee empire with 4,700 U.S. stores, has now taken on arguably the most polarizing political debate in the United States: race relations.
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Starbucks published a full page ad in the New York Times on Sunday — a stark, black, page with a tiny caption “Shall We Overcome?” in the middle, and the words “RaceTogether” with the company logo, on the bottom right. The ad, along with a similar one on Monday in USA Today, is part of an initiative launched this week by the coffee store chain to stimulate conversation and debate about the race in America by getting employees to engage with customers about the perennially hot button subject.