The single serve coffee market is booming with the popularity of the single cup brewing machine and their single-use plastic coffee pods. It is estimated that in 2012, more than 5 million households have the machines.
With the success of these plastic coffee pods comes a high price to the environment. They are a single use plastic container that is not recyclable. In 2012, billions of these used containers will end up in landfills, a fact that doesn’t sit well with many consumers.
On Nov 1, Connecticut-based Brioni’s Coffee Company launched The Green Cup at Whole Foods Market in West Hartford. The Green Cup is a reusable coffee system that uses compostable coffee pods and The Green Cup adapter for use in the Keurig machine.
“Caring for our environment is a core value for Whole Foods Market,” said Drew McLachlan, Local Forager at the West Hartford location. “Compostable coffee pods are a smart environmental choice for our customers, while the Green Cup adapter is reusable for hundreds of cups of coffee and is then recyclable.”
“Whole Foods Market evaluated our option for a single serve coffee program, and we feel very honored to be selected as their choice,” said West Hartford resident Ted Fisher of Brioni’s Coffee Company.
“Coffee pods are not a new concept as they have been around for years, but we are seeing new life to the category due to our adapter for the Keurig.” said Brian Whitney, president of Brioni’s Coffee Company.
For consumers who do not have a Keurig machine, coffee pod brewing machines are also available from several manufacturers including Bunn Corporation.
Whole Foods Market in West Hartford will initially sell four varieties of Brioni’s Green Cup pods, including: Brioni’s Blend, Sole’ Breakfast Blend, an all-natural Hazelnut, and Brioni’s Decaf.