Green Mountain Roaster is a coffee maker company founded in the year of 1981, headquartered in the US. Also, it has market domination with its best Keurig coffee makers competing in the coffee maker market. This company sources, produces and sells coffee, cocoa, tea and other beverages under various brands for its Keurig brewing systems. Keurig, which was a separate company, got acquired by Green Mountain Coffee Roaster in the year of 1996. This investment helped the Keurig Company to come up with their first product K-Cups which help to compete with the ubiquitous presence of Starbucks.
What is K-Cup?
K-Cup was a flagship product which was manufactured as a single-serving coffee brewing system. These K-Cup containers are made of plastic with a coffee filter embedded inside covered with an aluminum lid. These cups are filled with coffee grounds, tea leaves, cocoa powder, fruit powder, or other contents, and are nitrogen-flushed, sealed for freshness, and impermeable to oxygen, light, and moisture. Over the ages, the company has brought in a lot of variants in the market sufficing need for the different flavor of customers.
In the year of 2010, Keurig has encountered flakes by many of the environment activists and journalists for its non-recyclable and non-biodegradable products reaching millions of customers over the years. The disposals of these had led to landfills and posed some major environmental threats. To counter the criticism, the company quoted that K-cups are made of #7 plastic and are BPA free, safe and meets the required FDA standards. Although the claim was valid, in a realistic scenario these were not recyclable. The best Keurig coffee makers couldn’t empower the criticism and in the year of 2011, they came up with the Grounds to Glow program. You can consider bunn coffee makers if you are not sure about Keurig.
Grounds to Glow Program
According to this program, the office customers purchase recovery bins for used K-cups which they later ship it to their disposal partner. In the disposal station, these pods are incinerated in the waste-to-energy power plant. This process helps them to reduce on their criticism yet the critics weren’t happy with the process of incineration released lot of air pollutants affecting the environment.
Over the years, to counter these social and technical challenges, the chief sustainability officer stated as their defense that every new K-Cup spin-off product introduced since 2006 inclusive of all their variance is recyclable if they are disassembled into paper, plastic, and metal components.
According to their sustainability report which was released in the year 2015, the company re-affirmed that producing 100% recycled products is their highest priority and confirmed to achieve it by the end of the year 2020. A Recent partnership with Canadian company OfficeMax Grand and Toy and the New Jersey Company TerraCycle provides a proof to all environmentalists that the company is working on their statement and making proper efforts to achieve their words.
Green Mountain Roaster Company producing the best Keurig coffee makers had a large customer base all over the world. Over the decades, they had come across numerous challenges including extreme criticism from the environmentalists. The promises made by the company to overcome these environmental issues got confidence all their customers and environment activists. The people who even call themselves environmentalists use the K-cups because these people easily fall in as a prey to the corporate false promises and had faith that the company would stick to their promises.
The Last Words
The people generally turn to be more selfish when considered on a personal benefit and are more relaxed when taken under a socialistic issue. Thus the branding and corporate politics had so profound influence on the people that they fail to realize the environmental threat in case of any deviation of promise from the company. Over the historical timeline, the company had proven to improve its quality to protect the environment which aids these people from having faith in them even though they might be a draconian personality.