Next time you’re in line at the super market, look into your basket. All the best things, all the things you’re most excited to eat, are things you can see. Grapes, potatoes, even boxes of pasta have windows so you can see the shape and color of what you’re getting. This is how shopping for whole foods should be – intuitive and clear.
Coffee is a whole food, the seed of a small, cherry-like fruit that is simply harvested, cleaned, dried, and roasted. It’s one of the most natural, least processed foods we consume, but it’s sold in a cloak, an impenetrable foil fortress that protects the beans – but it also prevents us from connecting to the coffee before we buy it. There’s a better way.
Packaging should be raw, recyclable, and natural. Today, we launch a completely new way of packaging coffee. A clear, airtight bag of delicious coffee beans, carried and protected in a structured paper box, featuring art that connects you directly to the coffee’s spirit and origin. Bean color and quality you can literally see, with more farm info to help you choose the right beans for you.
With this packaging, we’re increasing transparency while decreasing environmental impact, cutting our use of plastic and non-renewable fossil fuels nearly in half. The outer box is fully recyclable, and the labels are made with wind power and 30% post-consumer material. The plastic bag is made from a mix of plastic, wood pulp, and a starch additive that promotes biodegradation. When you pick up one of these boxes, know that in 5-10 years, nearly all of the packaging will be completely reabsorbed into the natural cycle.
And we’re not stopping there. This is Phase 1. We’re moving towards zero fossil fuels used in our packaging, and a biodegradation timeline of less than 2 years. Because America Deserves Better Packaging.