DENVER, US – Marley Coffee, the sustainably grown, ethically farmed and artisan-roasted premium coffee company, today announced the first official retail shipment of the new recyclable EcoCup, an easy-to-recycle single-serve capsule that’s compatible with most Keurig K-Cup machines.
The recyclable EcoCup directly addresses consumer frustration with a lack of recyclable options in the single-serve capsule space, offering great-tasting, premium coffee in a sustainable format that will dramatically reduce the amount of waste in comparison to that produced by traditional capsules.
Created in a strategic partnership with Mother Parkers Tea & Coffee, Marley Coffee is the first premium coffee brand to bring this sustainable solution to market, five years ahead of industry giants including Keurig Green Mountain.
A 2015 survey conducted by Global Research Partners on behalf of Marley Coffee1 found that the majority of single-serve non-users are open to adoption, citing concerns about the value and environmental impact of single-serve capsules.
Additionally, a survey conducted by Ipsos ResponseLab on behalf of Mother Parker’s Tea & Coffee2 found that 2/3 of current single-serve capsule consumers are more likely to buy the EcoCup capsule due to recyclability. The new Marley Coffee recyclable EcoCup is positioned to drive incremental sales, bring new consumers into the category, and also give coffee-lovers another reason to choose Marley Coffee over other competitor brands.
Marley Coffee recyclable EcoCup capsules are easy to recycle: peel off the lid of the pod, compost the grounds, discard the lid and filter, and recycle the outer cup.
With the introduction of the recyclable EcoCup, all current Marley Coffee RealCup single-serve capsules will begin transitioning to the new recyclable EcoCup format in the new refreshed packaging, allowing for improved shopability, and will remain at the same price point as the current Marley Coffee RealCupsingle serve capsules.
“Marley Coffee was created to bring people together to share in our family’s values of love, passion and social responsibility,” said Rohan Marley, Founder of Marley Coffee.
“Our recyclable EcoCup will provide consumers with a delicious, organic and sustainable coffee that is truly accessible. I am proud of the new packaging, which calls out both the recyclability of the capsules and also our sustainability initiative, the Water Wise Coffee Project.
By supporting EcoCup, consumers are not only helping to reduce waste, but also contributing one cent of every single-serve capsule sold to improving water quality in regions affected by coffee production. We’re proud to bring this new sustainable solution to market, and are looking forward to the global impact that we can make in reducing waste.”
To support the retail launch of the recyclable EcoCup, Marley Coffee is kicking off an integrated go-to-market strategy including an experiential mobile sampling tour in major markets across the U.S., in-store promotions, couponing and rebates, digital and social promotions, as well as an extensive public relations campaign including national and regional media outreach.
“We estimate that over 10 billion single-serve capsules are discarded in landfills annually in North America alone,” said Brent Toevs, CEO of Marley Coffee.
“With the introduction of the recyclable EcoCup, we are providing a game-changing sustainable solution that consumers have been demanding without compromising taste or quality, which I discussed in a recent interview on the Fox Business show Varney & Co.
It’s also important from a pricing standpoint that the recyclable EcoCup transition seamlessly into our current offerings. If we can convince 1% of the market to switch to our recyclable EcoCup, we estimate we can keep 100 million capsules out of landfills in one year alone. We’re excited about the opportunity that presents as a business, but also for the opportunity to make an impact on the global environment.”
The recyclable EcoCup is a clear capsule compatible with most Keurig K-Cup machines that allows consumers to see both the coffee grounds and the filter through the capsule exterior while also preventing oxidation. The recyclable EcoCup capsule remains sealed until brewing, maintaining Marley Coffee’s great taste and freshness. All Marley Coffee roasts are certified USDA Organic, Rainforest Alliance Certified or Jamaica Blue Mountain®, and all coffees are Blue Ribbon Kosher Certified.
The Marley Coffee recyclable EcoCup began shipping on July 31 and will be available online and at retailers nationwide starting in late August in a variety of light, medium, dark, and espresso roasts. The suggested retail price for most Marley Coffee roasts is $9.99 for 12-ct boxes of the recyclable EcoCup.
