The aroma of coffee is known to be one of the most pleasant moments of the morning. The fact that we can smell coffee beans means that the aromas reach our noses in gaseous form. At the same time, this means that the aroma reservoir in the bean is constantly decreasing.
Oxygen is the biggest enemy here – oxidation processes really accelerate the aging process! Simultaneously, the coffee beans also lose carbon dioxide, whose contribution to the crema on espresso is so highly valued.
In short: coffee needs protection after roasting! This means we package the coffee beans to surround them with an aroma-protective layer. Once the packaging is sealed, it fills with carbon dioxide emitted from the coffee beans. Carbon dioxide acts as a protective gas and reduces the oxidation rate. All of this is great, if only it weren't for the waste that is subsequently generated by the packaging.
In our search for "sustainable" and "biodegradable" packaging, we have unfortunately been offered all sorts of absurd options. At present, we have not been able to find any packaging that truly and practically delivers on its promise of rapid degradation after disposal while also adequately protecting the product. In our view, "sustainable" packaging that fails to provide protection and then also fails to meet its promises regarding disposal is a doubly serious mistake.
The bottom line: packaging is and remains a dilemma – it means protection and quality for the coffee, but at the same time it also means resource consumption and disposal costs. Therefore, we want to take a balanced approach: we want to protect our coffee as best as possible while also using resources more consciously.
This led us to question the common standard for packaging sizes: are 250g and 500g set in stone? Do these sizes truly meet customer demand? After some reflection, we realized that these quantities simply follow a standard but are not mandatory. To conserve resources, the two sizes will be combined into a single 375g package during 2022. This will allow us to discontinue the 250g package – which uses the most material and energy relative to the amount of coffee packaged. With this simple step, we will save resources and energy while still continuing to offer consumer-friendly packaging sizes. The 1000g package, which uses significantly less material and energy relative to the amount of coffee packaged, will remain. This is a first step – this topic will be a constant focus for us going forward. At the same time, there's nothing more exciting than questioning the prevailing standards.