Cash investigation Nespresso

Cash investigation NESPRESSO

Hello and welcome to this special edition of our show, where we dive deep into the environmental debates surrounding the Nespresso company. Renowned for its aluminum coffee capsules and bold marketing strategies, the brand is under fire for what is perceived as greenwashing.

Today, we have the opportunity to interview Nespresso's Managing Director to get some answers. We'll untangle the facts from strategic communication in the context of the controversy surrounding one of the world's most prominent coffee brands.

1. First of all, allegations have been made about Nespresso's greenwashing, particularly concerning the actual recyclability of aluminum capsules. You claim in communication campaigns that your capsules are 100% recyclable, contrary to the reality, which is 20%. Can you explain why Nespresso's communications presented its capsules as recyclable when this was not the case?

1. Nespresso has teamed up with several environmental organizations such as Rainforest to promote your commitments. However, various critics say that this serves as a mask for your real environmental practices. How do you respond to these accusations and ensure the transparency of your partnerships?

1. The issue of child labor on Nespresso's partner coffee farms in South America has been raised several times over the years. What actions are you prepared to take to guarantee the traceability of your coffee and avoid this kind of controversy in the future?

1. How do you check your production centers?

1. The concept of carbon neutrality has also been addressed by Nespresso, claiming to offset its carbon footprint by planting trees on partner coffee farms. However, critics suggest that this compensation is not enough to make the entire production process truly carbon neutral. How does Nespresso intend to improve its carbon neutrality strategy to ensure a truly positive environmental impact?

1. Nespresso is currently moving towards paper-based compostable capsules. What challenges have you encountered in developing these paper-based capsules?

1. How do you intend to encourage consumers to switch to these new products?

We hope this interview will provide a clear and comprehensive view of the initiatives undertaken by Nespresso to improve its environmental and social impact. Many thanks to you, Margaux, for your valuable insights and transparency on these crucial topics for the sustainable future of the coffee industry. Thank you again for an informative and enriching conversation.

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