Finally Nespresso Launches a Recycling Program also in the Middle East
Thanks to this new recycling program, Nespresso Club Members and consumers will be able to easily return their used Nespresso capsules for recycling in dedicated collection points through the network of Nespresso Boutiques across the UAE. In addition, Nespresso will offer the innovative service “Recycling at Home”, a pick-up service that conveniently collects used capsules directly from consumers’ homes when a new order is delivered. Professional customers, such as offices, hotels and restaurants that serve Nespresso Grand Cru coffees, will also benefit from the used capsules pick-up service.
Speaking about the launch of the first ever Nespresso recycling program in the Middle East, Pierre Debayle, Regional Manager, Nespresso MEAC, said: “Nespresso is committed to continuously improving its environmental performance across its value chain. We are therefore very pleased to launch our recycling program for used capsules in the UAE. Our Club Members can now actively contribute to sustainability by returning their used capsules for recycling at no extra cost.”
Nespresso uses aluminium capsules to protect its highest quality coffee from factors such as oxygen and sunlight, which could compromise taste and quality. Aluminium is infinitely recyclable and is also the only material that interacts with Nespresso machines in such a way as to consistently produce the best espresso through high pressure (19 bars) extraction. By collecting and recycling used capsules Nespresso reduces its environmental impact; recycling aluminium produces only 5% of the carbon emissions compared with primary aluminium sourcing.
In line with its global approach to sustainability, Nespresso MEAC implemented its own dedicated recycling system, as Nespresso used capsules cannot be recycled via traditional waste collection and recycling systems in the UAE. Once collected, the used Nespresso capsules will be recycled by Bee’ah, the Middle East’s leading and award-winning fully integrated environment and waste management company. The aluminium in used capsules will be separated from the coffee grounds. The aluminum will then go through a smelting process to be reused to make new aluminium products, while the coffee grounds will be stored in Bee’ah’s compost plant and used as a natural fertilizer for agriculture and gardening.
Also at the launch, Khaled Al Huraimel, Group CEO, Bee’ah said: “It gives Bee’ah great pleasure to be here today to announce our partnership with Nespresso. Together, we have embarked on a new era of sustainability in our region, setting a distinct example in the UAE on how the community can collaborate with both the private and public sector to help improve our environment. Businesses in the UAE and around the world are recognizing that environmental sustainability can help them become more sustainable, and by collaborating with prestigious organizations like Nespresso will help protect our environment and position the UAE as a leading example in positive environmental sustainability.”
Nespresso started its recycling program in Europe over 20 years ago with the first recycling initiative in Switzerland. Since then, Nespresso has worked with its business partners and many stakeholders to implement a strong network of capsule collection points throughout the world and increase the collection capacity of its used capsules for recycling.
While Nespresso committed in 2009 to reach a collection capacity of 75% by the end of 2013, Nespresso surpassed it one year ahead of schedule, in June 2012, to reach over 76% across 25 countries. Nespresso is committed to increasing its collection capacity by continuously rolling out its recycling program in new countries. The UAE now becomes the 26th country to launch a used capsules recycling program.
Nespresso recycling approach is part of the Ecolaboration™ program, the company’s global sustainability framework. Ecolaboration focuses on three distinct sustainability commitments made in 2009: responsible coffee sourcing, capsule recycling and carbon footprint reduction.
The Nespresso AAA Sustainable Quality™ Program was launched in 2003 in collaboration with the environmental NGO Rainforest Alliance to secure the highest quality green coffee, while protecting the environment and enhancing farmer welfare. Through the AAA Program, Nespresso provides training and technical assistance to coffee farmers to improve coffee quality, and to promote sustainable agriculture practices and farm productivity. Nespresso committed to sourcing 80% of its coffee from farmers in the AAA Program by the end of 2013, and this commitment was reached in June 2013.
In addition to its coffee sourcing and recycling initiatives, the company also committed to reduce the carbon footprint of a cup of Nespresso coffee by 20% by 2013. The company is well on track to meet this commitment by the end of the year.
Following the launch of its first ever recycling initiative in the Middle East, Nespresso will continue to work in cooperation with Tactical Connections to roll out its recycling program across its 20 markets in the Middle East, Africa and the Caribbean.
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