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CLUB COFFEERESEARCH STUDYSWANA
2017
Club committed to quality since 1906– Customers across North America– Innovative and competitive
Canada’s largestproducer of roastand ground coffee– Expanding rapidly into tea and other hot beverages
Innovating for consumers
Convenience, Value and Quality Now in ~1/3 of US homes #1 selling small houseware appliance Single serve coffee sales have grown
319% in sales since 2011 reaching $4.6Bn in 2015
Single serve expanding to soups, oatmeal, cold beverages, etc.$-
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
$8,000
$9,000
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
US Retail Coffee Sales 2009 – 2020
Single Serve Coffee Standard Ground CoffeeWhole Bean Instant
US
D $
millio
ns
Single Serve is Booming
“Keurig Effect” = On Demand/SS Solutions
18Bn K-Cups Sold Between 2013-2104 = 35 Story Building on a NYC Block!
Not only are we filling our landfills
Loss of coffee grounds in the composting process
Consumers want a better solution. We have reached a tipping point.
In 2015 ~20Bn Plastic Single Serve cups were sold in North America … by 2020 ~100Bn+ in landfill
8
“On Demand” SS Coffee has up front Environment Benefits reducing food waste, water and energy
consumption!
A recent PAC/Quantis LCA found that the single-serve best case scenario for traditional plastic pods posts a better environmental performance than the comparable drip-brew scenario across their full life cycles. Why? Waste due to coffee over-preparation and inferior
packaging freshness retention
The amount of coffee and water required to make up for consumer waste and the electricity consumed for drip brewing
Minimal coffee waste by the single-serve system, which provides an exact serving of coffee despite the greater packaging waste
Reduction of food waste
“The coffee market has lost its best consumer:
the kitchen sink”
1 mins TIME 10mins
No waste, set brew sizes for what you
need
WASTEOften mostof the pot goes down the drain
No up front mess – just pour in water, place the
HASSLEWash andclean the coffee pot and maker
Eachperson has a choice, decaf or flavour?
VARIETYYou are
limited to what is in the pot
Plastic K‐Cups are going into Landfill Keurig has plans for Recyclable K‐Cups by
2020 Too much consumer effort, for a category
driven by convenience … Most cups not recyclable in practice Contamination of recycle stream with
coffee 90% of brewed pod is coffee – valuable
organics lost to landfill
Recycling = the 10% Band-Aid ®
Waste stream impacts– Coffee grounds diverted to landfill –
adding to food waste– Plastic pods going into recycling that
can’t be processed
“Recyclable” and “biodegradable” pods likely to challenge processors AND not deliver what consumers really want
Municipal Headaches
PῧrPod100™ Highlights Ring: blend of coffee chaff & bio‐resins
More than 20% coffee chaff reclaimed from coffee roasting in the resinBio‐composite resin blend developed through university researchFull & rapid disintegration in lab & municipal tests
Lid: compostable combinationNew compostable ink system – compatible with Keurig 2.0® brewer
Mesh: compostable bio‐based plasticNew bio‐polymer formula & molding processes
100% Compostable is the Solution
Promotes growth of curbside composting across US Links composting to food waste and household waste narrative Positions composting as right solution before less effective
options arrive Puts coffee back into the organic stream
Benefits for the Composting Sector
100% Compostable is the Solution
Will consumers understand the difference?
Effects on the value of our finished product
Reason for Study
Identification of like products
• Objectives• Initial
demographics• Resources,
Costing, Timing
• Distribution opportunities
• Brand/Product Availability
Develop Scope, Costs & Approach
• Recommendation on Target Areas
• Audit Planning• Residential
Scope/Plan• Commercial
Scope/Plan
Design Testing Process & Plan
• Residential• Commercial• Audits/Reports• Survey• PR• Communication
Distribution of Product, Audit and Reporting
• PR• Engagement
Program• Media
Strategy• Launch
Event (if successful)
• Activation Plan
Public Education & Engagement
Demographics for High Probability of Single Serve Brewer Ownership:
RESIDENTIAL
Multi family units Low rise 200-300 units Target areas with Premium
grocers (i.e. Whole Foods or New Seasons) Superintendents supportive
to Sustainable Initiatives Urban
Current Coffee in Kcup Compatible Brewers
Supports Sustainable Initiatives UrbanUniversity of Washington,
Fairmont Hotel, Columbia Tower
High Income Millennials, Parents High Coffee Shop/Food Service
Areas
Environmentally conscious
Pretty much most of Seattle!
COMMERCIAL
• Contamination
• Coffee Cups
• Coffee Related
• Coffee Pods
Pre-Audit InterimAudit
Post Audit
99 89
25
Non-Compostable Coffee CupsTotal Count Per Audit
Pre-Audit InterimAudit
Post Audit
1612
2
Non-Compostable PodsTotal Count Per Audit
Pre Audit InterimAudit
Post Audit
7% 7%
4%
All Contamination by WeightOver All Three Audits
Pre-Audit InterimAudit
Post Audit
1.54% 1.71%0.78%
% Contamination PurPod Related
Over All 3 Audits
Industry Experts Support PῧrPod100™
The Right Solution
For each ton of organic waste composted at Cedar Grove Composting…
COMPOST
C02 vs.
CH4
Transport
Carbon stored in
soil
Healthy plants
Reduce chem use
Total GHG emission reduction equivalent-
Taking 468,000 cars off the road for an entire year!
Providing Consumers The Right Solution … PῧrPod100™
Delivering an outstanding hot beverage... guilt free…
that enhances the consumer experience !
• Golf course maintenance• Mulching• Highway Projects (DOT)• Roof top garden
establishment• Soil remediation and
reclamation• Stream and wetland
restoration• Stormwater BMPs
• Bioretention• Rain Gardens• Erosion Control• Green roofs
Michele RiggsProject Manager/ Technical Services
micheler@cgcompost.com(206) 437-5682
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