CANDICE CHOI, Associated Press

Starbucks baristas will no longer write “Race Together” on customers’ cups.

Company spokesman Jim Olson says the coffee chain’s initiative to create discussion on diversity and racial inequality will continue without the handwritten messages, which are phasing out as originally planned.

A recently released memo from CEO Howard Schultz says the cups were always “just the catalyst” for a broader conversation and the company will still hold forum discussions, co-produce special sections in USA TODAY and put more stores in minority communities as part of the Race Together initiative.

The campaign has been criticized as opportunistic and inappropriate, coming in the wake of racially charged events such as protests over police killings of black males.

Olson says the change is not a reaction to that pushback.