“VIA” is the first letter and last two letters in his last name. Valencia was an inventor hired by Howard Schultz to start the Research and Development department at Starbucks. He had been working on a quality instant coffee since the late 1980's but tragically died of cancer in late 2007. Read more at: Examiner.com.

Starbucks VIA™ is 100 percent natural roasted arabica coffee in an instant form that is rich and full bodied just like a fresh-brewed cup of Starbucks® coffee. Starbucks VIA™ is made with a proprietary, U.S. patent-pending microgrind technology to preserve the coffee's taste, quality and freshness.

September 2009 Since its launch in September 2009, Starbucks VIA® Ready Brew has re-defined the instant coffee category. Starbucks VIA® has received critical acclaim from a variety of industry and consumer groups, and recently was named one of the 10 most memorable product launches of 2010 by Schneider Associates and the No.

Starbucks Corp (Starbucks) is a specialty coffee retailer. It roasts, markets, and retails specialty coffee. The company, through its stores, offers several blends of coffee, handcrafted beverages, merchandise, and food items.

of Starbucks VIA Instant Sweetened Iced Coffee. We use 100% natural roasted Arabica beans to create a blend of instant and micro ground coffee specially designed for mixing with cold water. Lightly sweetened with cane sugar, this coffee just needs ice to hit the spot.

Starbucks uses a triple filtering system in all of their stores. The water is simply tap water that is filtered 3 times in one system.

Starbucks VIA® Ready Brew has the great aroma, body and rich flavor you would expect from Starbucks® brewed coffee, and is made with 100 percent natural roasted coffee.

While some instant coffees use lower-quality coffee beans and add chemicals and by-products, Starbucks VIA™ Ready Brew is 100% natural roasted coffee, made without preservatives.

Nestlé Starbucks Premium Instant Coffee is made with the same high-quality 100% arabica beans served in Starbucks coffeehouses around the world leveraging the expertise and expansive distribution capabilities of Nestlé to redefine the premium instant coffee segment.

Handcrafted Beverages: Fresh-brewed coffee, hot and iced espresso beverages, Frappuccino® coffee and non-coffee blended beverages, Starbucks Refreshers, smoothies and Tazo® teas. Merchandise: Coffee- and tea-brewing equipment, Verismo System by Starbucks, mugs and accessories, packaged goods, music, books and gifts.

Starbucks was founded by Jerry Baldwin, Gordon Bowker, and Zev Siegl, opening its first store in 1971 near the historic Pike Place Market in Seattle. The three Starbucks founders had two things in common: they were all coming from academia, and they all loved coffee and tea.

The second reason why this instant coffee is different is that instead freeze drying the coffee or processing it under harsh conditions, VIA is actually micro-ground coffee beans. The beans are ground so finely they can actually dissolve when you add water (at least that's what the barista told me).

Whether it's on your next flight, or at the office, Starbucks VIA® Ready Brew requires just hot or cold water to make delicious Starbucks coffee in an instant.

• Drinks. Espresso Drinks. Brewed Coffee. Iced Coffee & Cold Brew. Hot Tea. Iced Tea. Starbucks Refresha® Drink. Frappuccino® Blended Beverages. Hot Chocolate & Other Drinks.
• Food. Breakfast. Bakery Treats. Sandwiches & Toasties. Chocolate & Snacks.
• At Home. Whole Bean. Starbucks® Capsules. VIA™ Instant.
• Merchandise. Serveware.

Starbucks products can be defined as "Convenience Products" because there are "relatively inexpensive" and "limited shopping effort" has to be invested.

Starbucks Corporation is an American multinational chain of coffeehouses and roastery reserves headquartered in Seattle, Washington. It is the world's largest coffeehouse chain. Pike Place Market, Elliott Bay, Seattle, Washington, U.S. U.S.