Coffee lovers have long embraced the single serving cup of coffee. While many love the efficiency and ease of machines such as Keurig, folks looking for more environmentally friendly alternatives have been out of luck. Until now.
Marley Coffee – a sustainably grown, ethically grown artisan coffee founded by Rohan Marley (Bob Marley’s son) – just announced its first retail shipment of the new recyclable EcoCup, an easy-to-recycle, single-serve capsule that’s compatible with most Keurig® K-Cup® machines. The EcoCup offers great-tasting, premium coffee in a sustainable format that will dramatically reduce the amount of waste that’s normally produced by traditional capsules. Created in a strategic partnership with Mother Parkers Tea & Coffee, Marley Coffee is the first premium coffee brand to bring this sustainable solution to market, five years ahead of coffee industry giants.
According to a 2015 survey conducted by Global Research Partners on behalf of Marley Coffee, the majority of single-serve non-users polled cited concerns about the value and environmental impact of single-serve capsules. Additionally, a survey conducted by Ipsos ResponseLab™ on behalf of Mother Parker’s Tea & Coffee found that 2/3 of current single-serve capsule consumers are more likely to buy the EcoCup capsule due to recyclability.
Marley Coffee’s new EcoCup capsules are easy to recycle: peel off the lid of the pod, compost the grounds, discard the lid and filter, and recycle the outer cup. With the introduction of the recyclable EcoCup, all current Marley Coffee RealCup® single-serve capsules will begin transitioning to the new recyclable EcoCup format in the new refreshed packaging. This will allow for improved consumer shopping choices and will allow the price point to remain the same as the current Marley Coffee RealCup® single serve capsules.
“Marley Coffee was created to bring people together to share in our family’s values of love, passion and social responsibility,” said Rohan Marley. “Our recyclable EcoCup will provide consumers with a delicious, organic and sustainable coffee that is truly accessible. I am proud of the new packaging, which calls out both the recyclability of the capsules and also our sustainability initiative, the Water Wise Coffee Project. By supporting EcoCup, consumers are not only helping to reduce waste, but also contributing one cent of every single-serve capsule sold to improving water quality in regions affected by coffee production. We’re proud to bring this new sustainable solution to market, and are looking forward to the global impact that we can make in reducing waste.”
To support the launch of the recyclable EcoCup, Marley Coffee is kicking off an integrated go-to-market strategy including an experiential mobile sampling tour in major markets across the U.S., in-store promotions, couponing and rebates, digital and social promotions, as well as an extensive public relations campaign including national and regional media outreach.
“We estimate that over 10 billion single-serve capsules are discarded in landfills annually in North America alone,” said Brent Toevs, CEO of Marley Coffee. “With the introduction of the recyclable EcoCup, we are providing a game-changing sustainable solution that consumers have been demanding without compromising taste or quality. It’s also important from a pricing standpoint that the recyclable EcoCup transition seamlessly into our current offerings. If we can convince 1% of the market to switch to our recyclable EcoCup, we estimate we can keep 100 million capsules out of landfills in one year alone,” he said.
The clear EcoCup capsule lets users see both the coffee grounds and the filter through the exterior while also preventing oxidation. The capsule stays sealed until brewing, maintaining Marley Coffee’s great taste and freshness. All Marley Coffee roasts are certified USDA Organic, Rainforest Alliance Certified™ or Jamaica Blue Mountain®, and all coffees are Blue Ribbon Kosher Certified.
The Marley Coffee recyclable EcoCup will be available online and at retailers nationwide starting in late August in a variety of light, medium, dark, and espresso roasts. Suggested retail price for most Marley Coffee roasts is $9.99 for 12-ct boxes of the recyclable EcoCup.
Filed under: Exciting New Developments | Tagged: Bob Marley, espresso, Jamaica Blue Mountain, Keurig K-Cup, kosher, landfills, Marley Coffee, Marley Coffee RealCup, Rainforest Alliance Certified, recyclable, recycle, Rohan Marley, single serving coffee, sustainable, USDA organic |