Starbucks generally uses 100% Arabica coffee beans, which are known for their smooth, mellow taste and higher quality than Robusta beans. The beans come from coffee-growing regions around the world, including Latin America, Africa, and Asia-Pacific. Starbucks attaches importance to ethics by ensuring that its "black gold" is grown and purchased in a sustainable and fair trade manner. The company has many blends and single "black gold", each with a unique flavor profile, from light and floral to bold and rich. Starbucks' commitment to quality and sustainability is an important part of its brand image.