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Craft Coffee launches Go For Grounds, an effort to minimise waste and encourage greater recycling
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Monday, 04 July, 2022, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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As the world’s second-most sought-after commodity after oil, coffee is a staggering $100 billion industry – meaning there’s a multi-step bean-to-cup process at the global scale, India-based artisanal coffee brand Craft Coffee has launched a sustainable initiative Go For Grounds, which is an effort to encourage greater recycling and reduce waste.
Based on a waste reuse model, the campaign will extract nutrients from leftover coffee grounds after brewing and repurpose them for skincare, manure production, cultivation and other uses.
A true coffee connoisseur knows their coffee to the bean, to the brew. Inspired by the brand’s passion for its carefully crafted brews, it has decided to launch this comprehensive campaign to show its value consciousness about coffee grounds.
Dipraj Das, co-founder and COO, Craft Coffee, said, “With global warming and repeated heat waves, now’s the time to be aware of all our habits in daily life and make them sustainable. As one of India’s most loved coffee brands, Craft Coffee is proud to embark on this journey to reuse and recycle coffee grounds – completing a holistic sustainable cycle from bean to brew.”
Shubham Nandi, head of marketing, Craft Coffee, said, “After brewing your favourite cup of coffee, our baristas store the coffee grounds which are then sun-dried to help produce a range of sustainable products out of coffee waste extract which has a multitude of uses, namely: eco-friendly organic manure, odour neutralisation and mushroom production.”
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