Kuerig Green Mountain (formerly Green Mountain Coffee Roasters) got a nice big primetime shout-out from Shumlin in his inauguration speech at the state house. The K-cup giant has promised to donate $5 million over five years in kick off funds to the new Vermont Clean Water Fund.
Shumlin’s boosterism couldn’t be more timely, coming right now, with coffee maker recalls and pressure increasing from environmental groups to make all K-cups recyclable.
VPR reports that a Canadian media company has produced short video depicting an urban landscape engulfed in a K-cup apocalypse.
[…] a massive, Godzilla-like monster made entirely of K-Cups belching a high volume of K-Cups down onto the unnamed city; a photographer being crushed by a car-sized K-Cup; a woman being stomped on by the aforementioned K-Cup monster
It has been estimated that the 8.3 billion K-cups produced by Kuerig in 2013 are enough to wrap around the equator 10.5 times. And if that isn’t enough, it is overpriced! The cost of the coffee at 8 grams per capsule is roughly $50.00 per pound.
The pod maker’s Chief Sustainability Officer did respond to VPR regarding the Canadian video at length.She noted at length their growing efforts to recycle the plastic cups ,and says it is a priority.
“It’s a difficult challenge, but we’ve been working hard to find a solution.”
It's hard, they whine, after all the tax breaks Vermont has handed to Kuerig (formerly Green Mountain Coffee Roasters) over the years, including a half-million-dollar yearly tax break on the K-cup packaging machine. So why wouldn’t the hugely profitable corporation “give back” a bit in the form of a public well-timed gift to the state.
Now $5 million over five years is certainly a thoughtful gift, but it sure looks like an affordable pre-packaged PR cuppa of Kuerig –- this one full of greenwash.