Keurig: Can Capitalism be Conscious?Rose LeggeSO 263 001Wednesday, December 9th, 2015

Preview

The “Issue”

Keurig’s Stance

Conscious or Not?

Bigger Fish to Fry?

Conclusion

The “Issue”

• K-Cups are too wasteful and unsustainable • A process to try and be responsible

• Almost all K-Cups end up in landfills• The plastic used is very difficult to recycle

• “It's like a cigarette for coffee, a single-serve delivery mechanism for an addictive substance…similar to that of razor blades and printer cartridges” – John Sylvan

Keurig’s Stance

Goals to demonstrate their sustainably commitment by 2020: 100% of K-Cup® Packs will be recyclable

Not just in theory but in “most community recycling programs

Evaluating product development Reduce life-cycle greenhouse gas emissions by 25%

compared to those of 2012 Achieve zero waste-to-landfill at operated

manufacturing and distribution facilities

Conscious or Not?

Keurig: Originally had segregated model but moving into integrated model of

social role Were focusing on the goal of maximizing profits for the past decade in a

simple business model concept

Stakeholders: Not focusing enough on environment Up-charging 40% compared to traditional ground coffee

Social Role seems to be moving from self-interest and to more stakeholder motivated to more Value-Rational Actions Taking more responsibility for actions Evolving into a more CSR based company of risk management and

value creation

Bigger Fish to Fry?

Coffee crops are sensitive to climate and are depleting due to: Growing issue of global warming changing climates

Tropical climates are getting too warm for proper growth Coffee growing regions are depleting in resources

Coffee Berry Borer Most harmful pest to coffee crops

Fungal infection (coffee rust) Higher temperatures allow for it to thrive

Conclusion

The “Issue”

Keurig’s Stance

Conscious or Not?

Bigger Fish to Fry?

Works Cited

http://www.businessinsider.com/kill-the-k-cup-why-keurig-may-be-in-big-trouble-2015-12

http://thegoodhuman.com/2015/01/20/attack-of-the-k-cups/

http://www.npr.org/sections/thesalt/2015/01/28/379395819/coffee-horror-parody-pokes-at-environmental-absurdity-of-k-cups

http://www.keuriggreenmountain.com/en/Sustainability/SustainableProducts/Overview.aspx

http://www.businessinsider.com/keurig-coffee-empire-has-a-big-problem-2015-12