Finnish coffee brand Meira launches a bio-based sustainable cup11 Dec 2020
Helsinki-based coffee roaster Meira released a new line of coffee called Vallilan Paahtimo with the aim of offering a more sustainable cup of coffee – both inside and out. The coffee is a single-origin, sustainably grown variety that is then packaged in an aluminum-free, bio-based packaging.
Meira worked with packaging manufacturer Amcor to design a bio-friendly packaging that reduces to coffee roaster’s carbon footprint by 45%.
Although its new packaging is only available with this line, introducing additional sustainable packaging is in the company’s future plans. By 2030, Meira is aiming to have all of its packaging 100% recycled, recyclable or made from renewable materials. Having an aluminum-free packaging option already available in its supply chain is a significant advantage for the coffee roaster as the development of a metal-free container required a significant investment and a packaging partnership in order to ensure that the bag adequately protects and preserves the coffee beans and their aromas.
The company’s bio-based polyethylene (PE) packages are made from renewable sources, fully recyclable and accepted in mono-PE streams as well as mixed polyolefin streams in Europe.
Having a product and a package that caters to consumers seeking sustainable alternatives will help Meira compete in a market that is increasingly favoring coffee brands that are selling more than just a jolt of caffeine. A 2020 Mintel report found that 59% of coffee launches in Europe over the last year highlight some sort of sustainability claim as brands continue to face increasing demand for environmentally-conscious and ethically responsible products.
In response to the growing focus on sustainability, major coffee producers like Nestlé and Olam have publically committed to sustainability targets in an effort to offer consumers some accountability against which to hold their brands. These promises come in response to the bleak environmental reality faced by the coffee industry. Due to disease, deforestation and human damage, 60% of wild coffee species face the threat of extinction, according to a study published in Science Advances last year.
While Meira's innovative packaging is unlikely to change the fate of the entire coffee ecosystem, it is one step in that direction and may pave the way for other companies to adopt similar technology to push sustainability initiatives forward.
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