“When the pandemic struck, domestic demand for our coffee product skyrocketed,” explains David Abrahamovitch, founder and CEO of London-based coffee company Grind.
Abrahamovitch continues, “with sustainability at the core of Grind’s ethos, from bean to brew, every order is delivered carbon-positively, and its coffee is sourced exclusively from sustainable farms around the world at prices that are better than Fairtrade.”
In the midst of the COVID-19 lockdown, Grind’s business model shifted to become a direct-to-consumer, sustainable coffee retailer.
In contrast to harmful, non-recyclable alternatives, each of their coffee pods is entirely organic and biodegradable. Grind’s new pods are the first and only in the United Kingdom to be certified as home compostable, which enhances their green credentials.
Abrahamovitch explains, “It takes hundreds of years for plastic and aluminium pods to decompose.” Our compost will decompose faster than grass clippings in your home compost, or it can be placed in your food waste bin. If the worst case scenario occurs and Grind’s pods end up in a landfill or the ocean, our pods will still decompose in these environments.
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It is evident that sustainability must encompass the entire product life cycle and not be a PR stunt. The entire product, not just the packaging, must be sustainable, and consumers must be aware of this cycle.
Product companies are aware that sustainability is no longer something to be “interested” in, but rather an essential component of any business strategy. According to the proverb, if you don’t “go green, you go red.”
The disadvantages of greenwashing
The name and logo of Streamsong’s new fourth course reference the property’s mining days.
However, many larger retail brands are frequently accused of making mistakes. The fashion industry is a prime example; consumers have long been concerned about “greenwashing.”
Last year, the Institute of Marketing in the United Kingdom published a study that examined the opinions of 2,000 UK consumers. The study revealed that 63 percent of respondents believe that many brands only engage in sustainability for commercial rather than ethical reasons.