Nespresso has launched a series of global and local sustainability initiatives to encourage coffee capsule recycling and raise public awareness of the benefits of responsible consumption.
A sustainability pop-up exhibition opening at Hong Kong’s Elements mall will kick off the local campaign, and a new bike collection made from recycled aluminium coffee capsules will be launched in collaboration with Swedish lifestyle bicycle brand Vélosophy.
From 2-11 August, pop-up exhibition, “The Capsule Journey” will feature three zones showcasing the aluminium coffee capsule recycling journey and the Nespresso sustainability process from bean to cup.
The content of the exhibition covers the brand’s AAA Sustainable Quality Programme and how it boosts productivity and welfare for farmers. The recycled aluminium is recreated as second life products, and the recycled coffee grounds repurposed as compost.
Keeping in line with the sustainability initiatives, the pop-up incorporates a number of eco and green design elements. The space is decorated with 264 mini herb plants made using food waste and recycled Nespresso coffee grounds. These pots are created in partnership with Bionicraft. The pots can easily be absorbed by soil as fertiliser and will be transferred to the local Nespresso Farm for fertilising crops when the event ends.
Furthermore, the pop-up will feature a platform made using over 120,000 crushed recycled aluminium capsules, making it both an art installation and a meaningful demonstration of second life creation.
To engage visitors, a number of educational and interactive workshops will be hosted at the Nespresso pop-up, including coffee masterclasses, herb planting, and aluminium upcycling artwork workshops.
“At Nespresso we acknowledge that we have a significant role to play in bringing about a sustainable coffee economy – from the work we do with farmers on encouraging sustainable farming to our dedicated recycling services for Club Members,” said Lai Ching Kok, country manager of Nespresso Hong Kong and Macau.
“At the same time, consumer participation is essential in achieving a collaborative recycling effort. We aim to show our club members how they can make a tangible difference to the environment and local communities by recycling their used capsules,” she continued.
She added that the Nespresso capsule recycling system provides four options for customers and business partners to return their used capsules; drop off used capsules at any Nespresso Boutique, use the Recycling@Home service (a doorstep collection system where used capsules are picked up when a new order is delivered), collection from hotels, and collection from offices.
Nespresso has also collaborated with Vélosophy this year to create a stylish city bike, named “RE:CYCLE”, made from recycled aluminium coffee capsules. Based on the Vélosophy’s classic model, the RE:CYCLE bike will be in bright purple – made fromNespresso’s Arpeggio coffee capsules, and equipped with an orange capsule-shaped bell made with Livanto coffee capsules, as well as a drink basket.
“Through our collaboration with Vélosophy, we are illustrating to coffee lovers the potential of recycling their aluminium Nespresso capsules,” said Jean-Marc Duvoisin, CEO of Nespresso.
“By using recycled capsules to make beautiful bicycles, Vélosophy bring sustainability and style together to create a truly meaningful experience, bringing to life the importance of recycling,” he continued.
Jimmy Östholm, CEO and founder of Vélosophy, added, “We created Vélosophy with a clear purpose: to have a positive impact on the world. I see in Nespresso a strong commitment to sustainability, which is why this has been the dream partnership. We are proud to have co-created a bike that takes on the future.”
It is expected 1,000 RE:CYCLE bikes will be created and made available worldwide.
Starting from 12 August 2019, RE:CYCLE bikes will be available exclusively from Vélosophy’s eCommerce platform- velosophy.cc, with a price tag of HKD$12,900. In Hong Kong, 10 RE:CYCLE bikes will be available through various channels including charity and design auctions, and via media giveaways.
Nespresso has been working on recycling for some time already with its partnership with the Hong Kong Organic Waste Recycling Centre Ltd/ Food Cycle + (HKOWRC) in a long-term scheme to carry out sustainable farming at Nespresso Farm.
Nespresso stated, instead of using plastic, its capsules are made from aluminium which is good for preserving the freshness and quality of the coffee, and is infinitely recyclable. Nespresso capsules are fully recyclable – from the aluminium capsules to the coffee grounds within.
Once collected by Nespresso, used capsules in Hong Kong are taken to a local recycling plant where the aluminium is separated from the coffee residue. The aluminium is sent to a scrap metal collector for re-melting into recycled aluminium, while the coffee grounds are taken to the Nespresso Farm in Sheung Shui to be repurposed as natural compost to grow fruits and vegetables.
Every month, Nespresso donates the harvest to food rescue and assistance charity Food Angel, who turns these vegetables into hot meals for underprivileged communities in Hong Kong. Nespresso also donates all proceeds from every recycling bag (HK$0.5 each) sold to Food Angel.
(Source: Marketing Interactive)