Nespresso has been growing at a strong pace for a long time globally, but has only scratched the surface in the US. They are trying to change that with the introduction of Nespresso ads on US television starting today. The ads will run, telling consumers that they have the best cafe right in their home.
The Ad features the Nespresso Latissima Plus machine - a small machine that can froth milk at the touch of a button and create a whole host of cafe style coffee drinks. It's not a Clooney based ad series, like they run in Europe, but the idea is to introduce the Nespresso concept, not continue growth among consumers who are already aware of Nespresso.
Have you ever wondered how green your coffee is? I am not talking about the quality of green coffee, but instead the environmental impact of one of the most popular habits in the world. Let's face it, a lot can go wrong;
Product is grown in a developing nation where environmental standards may be low - equipment belches pollution, erosion and runoff can be a problem in mountainous areas, etc.
Uncertain use of chemicals to kill insects, weeds, fungus, and to help fertilize the coffee plant all take their own toll on the environment
Shipment to your local roaster from half way around the world
Roasting with fire - can you say "Global Warming"?
Packaging - almost all coffee packaging uses a barrier of some sort. That usually means plastic, metal or both
Package that coffee up in a K-Cup, and you have a nightmare on your hands. I don't think things are really that bad, but you get the idea.
Over the last twenty years, there have been a lot of developments to counteract the perils above, enact change and improve the world through the coffee crop. One shop in Hamilton Ontario seems to be taking things to an extreme. Coffeecology sources their coffee with an eye towards sustainability and economic impact. They have also taken the notable step of packaging their coffee in mason jars that consumers return for a deposit. Want a weekly delivery of coffee? Sure, they handle local deliveries on their bike.
Read more at the Coffeecology website and at Treehugger who detailed out some of the greener steps that coffee shops and companies can choose to take.
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