The world’s largest coffee brand, NESCAFÉ, is sustainable in more ways than one.
Beyond its commitments to ethical and sustainable coffee farming, production and consumption (through its incredible Cup of Respect platform, NESCAFÉ aims to achieve being responsibly sourced globally by the end of 2025, with a more ambitious 2022 target for Canada), the company has partnered with Canadian designer and co-owner of Toronto-based Crux Design + Build, Jesson Moen, to construct a one-of-a-kind Coffee Coffee Table, made of actual NESCAFÉ repurposed coffee grounds, to exemplify sustainable production.
How cool (or hot, depending on whether you like your coffee piping warm or iced) is that?!
The idea for the construction of this table was inspired by the method NESCAFÉ uses to power its factories, through ultra-clean steam created from converting energy from waste coffee grounds, supporting the brand’s Net Zero Carbon Emissions by 2050 target.
“The creation of the Coffee Coffee Table was a unique project that to me had special meaning, because it uses the waste produced by one of the world’s most popular beverages and turns it into a long-lasting conversation piece,” explains Jesson. “This table is inspired by the NESCAFÉ Cup of Respect platform to demonstrate that sustainable living is truly within our grasp.”
“Canadians want to feel good knowing that the coffee they enjoy today contributes to a better tomorrow and this has been a guiding principle of NESCAFÉ’s work in sustainability innovation for over 10 years,” adds Carm DaSilva, VP, marketing, at Nestlé Canada. “We’ve come a long way, but the work is far from over and, through continuous initiatives, under the Cup of Respect, we are making considerable progress.”
Indeed, coffee tables have long been a place not only to breathe in relaxation while enjoying a comforting cuppa, but also to come together to catch up and discuss thoughts and ideas. We love the notion of a coffee table made with coffee as a key ingredient as a conversation piece around sustainability in coffee farming (NESCAFÉ’s agronomists have worked with generations of farmers to teach them how to diversify their income, gain new business skills and support the company’s global sustainability targets) and consumer practices (fab fact: NESCAFÉ leads the way in this area through the use of signature recyclable glass jars; a key component in reaching the 2025 global target to use 100 per cent recyclable or reusable packaging).
We’ll raise a cup of NESCAFÉ coffee to that! —Vita Daily