It’s become a life style that people make coffee at home with a convenient coffee machine. Keurig, the American coffee giant, provides customers with over 250 varieties of coffee[1], tea and other beverages, promising customers a more enjoying way of life. Recently, Keurig has increased the price of its coffee product by 9 percent[2], which is claimed as a artificially high price by an Ontario coffee roaster and grinder. As a coffee giant, Keurig is also facing a urgent environmental issue that the coffee pods are plastic so they produced a great amount of trash which flows into the waste stream after being used. Artificial high price and negative impact on the environment are the main factors that challenged by Keurig’s competitors which claims to have the same quality and generate less waste by using compostable materials for pods production.
It is believed that most customers still choose Keurig as their daily coffee brand regardless of the hiking price. Customers can find a variety of coffee blend specially designed for every single time with different degree of taste and aroma. Keurig can use glass or other compostable materials instead of plastic to produce the coffee pods in order to make them reusable and reduce waste.
Keurig coffee sued for $600M by Ontario-based Club Coffee
Works Cited:
[1]http://www.keurig.com/
[2]News, CBC. “Keurig Hikes Cost of K-Cups by 9%.” CBCnews. CBC/Radio Canada, 14 Aug. 2014. Web. 05 Oct. 2014. <http://www.cbc.ca/news/business/keurig-hikes-cost-of-k-cups-by-9-1.2736431>