“When the pandemic hit, the demand for our coffee at home increased,” explains David Abrahamovich, founder and CEO of Grind, a London-based coffee company.
Abrahamovic continues, “With sustainability at the heart of the Grind’s ethos, from coffee beans to brewing, every order is delivered carbon positive and their coffee sourced only from sustainable farms around the world at better than fair trade prices.”
Grind’s business model has pivoted in the midst of the COVID-19 shutdown to become a sustainable direct-to-consumer coffee seller.
Their coffee capsules are different from harmful and non-recyclable alternatives because each capsule is completely organic and biodegradable. The capsules are 100% plastic free and the new Grind capsules are the first and only in the UK to be certified as a household composter, taking their green credentials to another level.
Abrahamovic explains, “Plastic and aluminum bags take hundreds of years to decompose. In your home compost, our compost will degrade faster then grass clippings, or it can be put in your food waste bin. If the worst comes to worst and Grind pods make their way to landfill or Even the ocean, our capsules will still decompose in these surrounding environments.”
Obviously, sustainability should be throughout the entire product life cycle, not just a PR stunt. The entire product, not just the packaging, has to be sustainable and this cycle needs transparency and clarity for consumers.
Product companies understand that sustainability is no longer something to “take care of” but is an essential part of any business plan. As the saying goes, if you don’t “turn green, you will turn red”.
Green Laundry Chutes
However, many major retail brands are often accused of misunderstanding it. The fashion industry is a prime example of this – “greenwashing” has always been a concern of consumers and rightly so.
The UK’s Institute of Marketing published research last year, which looked at the opinions of 2,000 UK consumers, and found that 63% believe many brands are only involved in sustainability for commercial reasons, as opposed to ethical ones.
Perhaps one of the most notable examples of recall was juice giant Innocent in advertising, which encouraged customers to “fix the planet” by choosing its drinks, banned for exaggerating the products’ environmental benefits.
And it’s not just about consumers – the challenges of becoming more sustainable were the focus of more research from the UK’s Institute of Marketing, which included more than 200 UK marketing professionals last year, revealing that half (49%) are concerned about the business. on sustainability campaigns due to fear of being accused of “greenwashing”.
So with consumers and those selling the brand worried about a retailer’s green credentials, what does it take to convince customers that they are authentic in their environmental claims?
In the case of Grind, they have successfully researched how to achieve true sustainability for their product by fully understanding and committing to it. With the new capsules, they took the time to understand the customer’s concerns about how to dispose of the product, and worked with them to understand the intricacies of the claim that it was “compostable.”
For example, many products that claim to be compostable can only be processed in an industrial composting facility, which can confuse customers trying to deal with the complexities of living more sustainably.
By creating a home compostable product, and by being transparent with the customer throughout their supply chain, Grind has brought the customer with them on their sustainability journey.