Can Disposable Single-Cup Coffee be Sustainable? Green Mountain Coffee



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By LillianLaurence

July 6th, 2009 - Green Mountain Coffee made the popular Keurig Single-Cup brewing system, in which a bit of coffee is sealed in plastic and can be popped cleanly into a single-serve coffee maker. Does it make sense to put fair-trade coffee in a disposable petroleum-based package?

Of the coffee shipped around the world by Green Mountain Coffee (GMC), 27% is currently fair trade certified and that number is increasing. They have partnered with Newman’s Own Organics to widen the market for fair trade coffees and by putting fair trade coffees in their popular K-Cup®s they say they are popularizing fair trade and helping coffee growing communities. In some of their other products 19% of the bags are made from PLA (the corn-based bio-plastic) and last year they cut their solid waste 19% by composting the organic waste from their production processes. Part of their fleet runs on biodiesel. GMC offsets 100% of their direct greenhouse gas emissions. They partner with non-profits such as Heifer International and provide grants focused on poverty reduction.

K-cups however, are petroleum based plastic, with a layer of polyethylene coating an interior filter paper and an aluminum foil top. It keeps the coffee fresh, but makes recycling impossible. Small though the cups may be they are big business, with GMC reporting that 2.5 million K-Cup®s are brewed every day. K-Cup®s were about ½ of their net sales last year.

On the sustainability of their operation GMC states, "we understand that the impact of the K-Cup® waste stream is one of our most significant environmental challenges." They have commissioned a lifecycle analysis to compare drip brew to K-Cup®s, but if they already know it is a significant challenge, in a product line representing half of their sales, it is notable that no other information on alternatives or reasonable goals are available except a statement that they "are working to identify the right definition of environmentally friendly."

People have the choice to buy the reusable filter model (although it got bad reviews for durability), but assuming that their convenience-loving customers like the no fuss product, but also care about issues like fair trade, why is such a connected company not moving faster on this high impact issue?

Leadership

Submitted by Anonymous on Sat, 07/11/2009 - 2:39pm.
GMCR has been an emerging leader in both coffee and sustainablity. They were the main investor in Keurig when they started 10 years ago or longer. The environmental impact of kcups has been known for a long time by senior mgmt and they need to follow the lead of programs like coffee competitors Nespresso Ecolaboration http://www.reuters.com/article/gwmEnergy/idUS261971585520090622

LCA of coffee packaging

Submitted by Anonymous on Sat, 07/11/2009 - 2:30pm.
Here's a well-circulated study on coffee packaging. http://www.alufoil.org/upload/Documents/ESU_-_Coffee_2008_-_Exec_Sum.pdf In terms of total lifecycle, the influence of packaging is low - but the fact that you're firing up a coffee machine for one single use is the much bigger impact. Jdvm

Thanks for your forward momentum!

Submitted by koann on Sat, 07/11/2009 - 10:47am.
Thanks for the update, GMC, on your ongoing efforts to innovate for sustainability. You have been a leader in your field, and your innovation efforts have had impact not just on your own circle of direct impact, but on the industry as a whole. Your reminder that environmental considerations being included in Transfair initiatives is just one example, contrary to the comment by "SWAG", that environmental and social interests are inextricably intertwined. SLM's focus on sustainability, as opposed to "green" or environment only, is a statement of our awareness of, and commitment to amplify and support systems-oriented solutions that recognize this interdependence. While there are legitimate debates about the economic impact of various Fair trade pricing approaches, this recognition of the connection between social and environmental impact is, I believe, a thread that connects most if not all such initiatives. TransFair USA says it such, in their vision statement: "Protecting the environment goes hand-in-hand with protecting the livelihoods of local communities. The Fair Trade model forges a direct link between social and environmental sustainability. We require rigorous protection of local ecosystems and ensure that farmers receive a harvest price that allows them to practice sustainable agriculture. We encourage farmers to transition to organic agriculture because it is safer for farm workers, healthier for consumers and better for the environment. Ultimately, we help farming families become the best stewards of the land and defenders of the planet's future." While we respect the right of all to voice their concerns to business about transparency, we choose to amplify positive forward momentum because we recognize that one step forward by leaders like GMC can lead to a land swell of change such as written about by SLM Columnist Maria Surrichio here: http://www.sustainablelifemedia.com/content/column/strategy/mainstreaming_sustainable_products Please keep us appraised of what you find in your upcoming market tests. We look forward to sharing your learning and leadership! KoAnn CEO/EIC, Sustainable Life Media twitter.com/koann

RE: Single-Cup

Submitted by Anonymous on Thu, 07/09/2009 - 10:23am.
Thanks for providing a balanced analysis of this complex issue. As you stated in your post, improving the environmental impact of our K-Cup® packaging materials is one of our top priorities. I thought it would be helpful to give you and your readers an update on recent progress we’ve made. As we mention on our web site, we commissioned a life-cycle analysis of our three main package types to give us a more concrete scientific understanding of the environmental impacts of our packaging choices, which, in turn, will help us direct our ongoing R&D efforts more effectively. We are hopeful that we will complete this analysis by the end of 2009. We’re also actively researching alternate materials for the K-Cup portion pack to reduce its environmental impact. The system requirements are pretty rigorous – the package needs to provide an oxygen and moisture barrier as well as a high thermal threshold – so it’s been challenging to find alternatives. However, we’ve had some promising results in recent months with a specific formulation and we hope to be testing it in a production setting this summer. If that goes well, we’ll aim to be test marketing it this fall, and then hopefully in market with the new package in 2010. As you mention, we are also trying to make progress in other areas while we work on the K-Cup challenge. For example, Fair Trade Certified™coffee now represents over 30% of our coffee shipped. In addition to the socio-economic benefits Fair Trade certified products provide, these products must meet environmental standards as well, and there are also incentives for farmers for organic conversion, reforestation, water conservation and environmental education. Visit Trans Fair USA’s website for more detailed information on Fair Trade Certification Standards. We understand your concerns about the K-Cup and will continue to keep our web site up-to-date with our progress on this issue.

Fair Trade is NOT an environmental program

Submitted by swag on Tue, 07/07/2009 - 10:26am.
First of all, Fair Trade is not an environmental program. It is a socio-economic program: paying baseline prices per pound to co-operatives of growers. Let's not blur the lines of all causes into one amorphous blob, OK? Greenwashing is so successful because we never discriminate much at all between different issues or causes. Lumping them all together allows anyone to jump on the bandwagon without much scrutiny. So do not contribute to this problem by passing off Fair Trade as an environmental cause when it is clearly not. Secondly, only addressing the waste of consumption is only half the problem -- at most. The waste of unnecessary manufacturing and production is equally problematic for the environment.

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