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Firing off: Canada's wildfires have gotten even worse

Firing off: Canada's wildfires have gotten even worse

Firing off

Canada’s wildfire season, which we were charting about back in August, was already the country’s worst on record. However, in the past week — when, historically, wildfire rates should decline as temperatures start to drop — it’s gotten even worse.

Fires have ravaged forests across five Canadian provinces and territories, from British Columbia to the Northwest Territories to Nova Scotia, continuously throughout the last 21 weeks of long, hot summer. Indeed, the past week alone has seen a total land area burned comparable to nearly an entire typical fire for Canada.

Up in smoke

The recent fires have brought the total for the season to nearly 18 million hectares — equivalent to the state of Washington or about 80% the size of Minnesota — resulting in more than 230,000 people being evacuated and over 4,300 international firefighters being brought in to quell the out-of-control blazes. Beyond the devastating loss of land, the fires have also tripled the record for carbon emissions from previous wildfire seasons: Canadian fires have emitted almost 410 megatons of carbon in 2023, accounting for over a quarter of the year’s global wildfire emissions to-date.

Smoke from the fires is expected to blanket regions of the Northeastern US in the next few days, including New York. Alongside currently managing severe flooding, NYC is forecast to suffer through an Air Quality Index of around 55 — still much lower than the recordings seen in June, when wildfire-borne plumes from Canada caused New York to briefly have the worst air quality of any city in the world.

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Starbucks issues apology after viral “Bearista” cup meltdown

Holiday cheer turned into chaos this week for Starbucks after the coffee giant’s new “Bearista” holiday cup sent fans into a frenzy. 

Dropped alongside its 2025 holiday menu, the $30 beanie-wearing glass bear tumbler sparked long lines, sellouts, and even in-store scuffles before Starbucks stepped in with an apology.

“The excitement for our merchandise exceeded even our biggest expectations,” the company said in a statement to People. “Despite shipping more Bearista cups to our coffeehouses than almost any other item this holiday season, the Bearista cup and some other items sold out fast.”

Within hours of launch, frustrated fans flooded Starbucks’ social media pages and even store hotlines. Some customers waited in line before dawn and others said their stores received only a handful of cups. In one Houston location, the craze even turned physical, with police reportedly called to break up a brawl. Meanwhile, the cup is already reselling on sites like eBay, with listings topping $600.

“We understand many customers were excited about the Bearista cup and apologize for the disappointment this may have caused,” Starbucks said. While in-store customers may be upset, investors seem happy about the viral hit, as the stock has risen over 3% on Friday.

If you’re still hoping for a Bearista at market price, that may not be on order: the chain didn’t disclose how many cups were made or whether a restock is planned.

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Target tells workers to smile, wave, and greet shoppers if they come within 10 feet of them

Target just rolled out a new rule for store employees: smile, make eye contact, and greet or wave when a shopper comes within 10 feet — and if they get closer, within four feet, ask whether they need help or how their day is going, according to a new Bloomberg report.

Dubbed the 10-4 program internally, the rule mirrors rival Walmarts own 10-foot policy, formalizing behavior Target had previously only encouraged.

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Monster surges on energy drink buzz, while Celsius sinks on distribution concerns

Shares of Monster Beverage climbed 5% after the bell on Thursday, and held most of those gains into early trading on Friday, following strong Q3 results.

The energy drink giant topped market expectations, with quarterly sales up 17% year over year to $2.2 billion and adjusted net profits growing 41% to $524.5 million — 11% ahead of Wall Street’s estimates. In the report, Monster highlighted its zero-sugar line and new product launches, with a stack of novel flavors already released this year, as bright spots.

During a call with analysts, Chief Executive Hilton Schlosberg said that the global energy drink category “remains healthy with robust growth,” The Wall Street Journal reported, adding that demand for more affordable caffeinated drinks is rising as coffee has become “really expensive.”

Meanwhile, rival beverage business Celsius saw shares fall as much as 23% on its Q3 results yesterday — despite beating expectations, with revenue jumping 173% — largely due to concerns about a change in the company’s distribution channel, as its newly acquired Alani Nu brand joins the PepsiCo distribution network.

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