“We worked on it for three years”

When Migros launched its biodegradable Coffee-B coffee balls a few weeks ago, no superiority was adequate enough. According to the announcement, “the biggest product innovation in Migros history” should “revolutionize the coffee industry”. A shot from the bow from Nespresso. Apparently, alarm bells were ringing for the capsule pioneer. When Guillaume Le Cunff (51) catches the eye at corporate headquarters in Vevey VD, the Nespresso CEO calms things down and puts a novelty on the table: a compostable, paper-based Nespresso capsule. The announcement of this innovation raises questions.

Look: meIs the launch of the paper-based coffee capsule that can be composted at home a reaction to Migros’ progress with coffee balls?
Guillaume Le Cunff: Not at all. We have been working on paper capsules for three years. It took this long because we wanted to be absolutely sure that the quality of the Nespresso coffee remains high.

So, is it a coincidence that you are currently producing capsules for compost?
If development had taken longer, we would have expected communication. But now we are ready.

When can the capsules be used?
The official launch will be in the spring of 2023 – initially on two test markets in Switzerland and France. Initially, four new blends will be available in these capsules, including one organic coffee. All these varieties fit perfectly with the new paper-based capsules.

Are these new capsules, like the aluminum ones, specially made in Switzerland for the whole world?
All our coffees are produced in Switzerland, from roasting to packaging. Paper capsules are produced in one of our existing factories in Orbe VD. We adapted the production lines there. We needed to adapt some processes and make sure these home compostable coffee pods could be used with the original Nespresso available.
Coffee machines are compatible. Pulp has completely different properties from aluminum, which requires technical innovations. We were able to go back to proven partners in Switzerland.

Who has a Vertuo coffee machine?
We decided to initially reserve this innovation for the Nespresso Original system. We assume that within the next two years we will be able to introduce new capsules for the Vertuo and Nespresso Professional systems as well.

Are you giving up on aluminum capsules?
No, it is an extension of our offer. The customer must decide what is right for him. So does he prefer to recycle aluminum capsules or compost paper capsules? Anyone who is unable or unwilling to compost at home can bring their capsules to a Nespresso boutique in Switzerland where they will be disposed of properly.

More choices are good for customers. But this does not solve the problem of criticism of aluminum capsules.
Aluminum capsules are a good solution for the environment. There is a lot of technical information in our capsules, so to speak, these are precision instruments. CO₂– About 70 percent of the footprint of coffee consumption comes from product use, including coffee cultivation and water consumption, while only 14 percent comes from the use of aluminum capsules. The second number is reduced to 5 percent by professional recycling. Thanks to the dosage per capsule, much less water and coffee is wasted. The capsules are made from 80 percent recycled aluminum. Did you know it’s also CO?₂-Is the load of a cup of coffee from a fully automatic machine 30 percent more than a Nespresso system?

no But we mostly hear of fully automatic machines being resold…
You know, almost every time I say anything about sustainability, I’m accused of “greenwashing”. Nespresso has implemented numerous environmental initiatives for over 30 years. These are well documented, but unfortunately not well known to the general public.

Should you adjust your communication?
We don’t claim to be perfect. But we keep our brand promise. This also includes as much concern for the environment as possible. This really hasn’t just happened in the last few years. A circular economy, where everyone contributes, is the direction we need to go. But yes, we are communicating a little more clearly now. Again, the new campaign we started with our Ambassador George Clooney focuses on recycling consciously. And as of this year, we have been certified as a B Corp company.

Do you think the coffee industry is facing the sustainability debate too much?
It seems that people are looking at coffee more closely than other segments. But that doesn’t bother us. Sustainability is a necessity and also an opportunity. We see sustainability not as philanthropy, but as a business model.