It's pretty standard to engage in conversation about the weather or the coming weekend with a barista as he or she makes your grande nonfat latte in the morning. But now Starbucks CEO Howard Schultz wants to move the discussion in a different direction.

This week, Schultz wants Starbucks baristas to start talking about race relations with customers, rejecting the idea that race is "too hot a topic" for a business to take on.

Fortune reports that the coffee empire took out a full-page ad in the Sunday New York Times. "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,"Fortune describes.

From Fortune:

Beginning on Monday [March 16], Starbucks baristas will have the option as they serve customers to hand cups on which they've handwritten the words "Race Together" and start a discussion about race. This Friday, each copy of USA Today — which has a daily print circulation of almost 2 million and is a partner of Starbucks in this initiative — will have the first of a series of insert with information about race relations, including a variety of perspectives on race. Starbucks coffee shops will also stock the insert.

Baristas are not obligated to discuss race with any customer and can opt out of the company's movement. But each cup will have "Race Together" written on it regardless.

The hashtag #racetogether has 549 posts on Instagram. Most of them are of coffee cups.

This barista seems to be on board. She captioned her Instagram photo: "Writing this on almost every cup in drive thru this morning. Spreading awareness is the first step towards racial equality. #racetogether #tobeapartner#starbucks #belairplaza"

Some Twitter users aren't so sure about the idea:

Schultz will discuss this new initiative in the company's annual shareholder meeting on Wednesday. 

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