The document discusses Keurig's environmental challenges related to k-cups, which are deemed wasteful and difficult to recycle, contributing significantly to landfill waste. It outlines Keurig's goals for 2020 to improve sustainability through recyclable k-cups and reduced greenhouse gas emissions, while also addressing the larger issues faced by coffee crops due to climate change. The analysis questions whether Keurig is becoming more conscious of its social responsibilities and moving towards a more stakeholder-focused model.

1. Keurig: Can Capitalism
be Conscious?
Rose Legge
SO 263 001
Wednesday, December 9th, 2015

2. Preview
 The “Issue”
 Keurig’s Stance
 Conscious or Not?
 Bigger Fish to Fry?
 Conclusion

3. The “Issue”
• K-Cups are too wasteful and unsustainable
• A process to try and be responsible
• Almost all K-Cups end up in landfills
• The plastic used is very difficult to recycle
• “It's like a cigarette for
coffee, a single-serve
delivery mechanism for an
addictive
substance…similar to that
of razor blades and printer
cartridges” – John Sylvan

4. Keurig’s Stance
 Goals to demonstrate their sustainably commitment
by 2020:
 100% of K-Cup® Packs will be recyclable
 Not just in theory but in “most community recycling
programs
 Evaluating product development
 Reduce life-cycle greenhouse gas emissions by 25%
compared to those of 2012
 Achieve zero waste-to-landfill at operated
manufacturing and distribution facilities

5. Conscious or Not?
 Keurig:
 Originally had segregated model but moving into integrated
model of social role
 Were focusing on the goal of maximizing profits for the past
decade in a simple business model concept
 Stakeholders:
 Not focusing enough on environment
 Up-charging 40% compared to traditional ground coffee
 Social Role seems to be moving from self-interest and to more
stakeholder motivated to more Value-Rational Actions
 Taking more responsibility for actions
 Evolving into a more CSR based company of risk
management and value creation

6. Bigger Fish to Fry?
 Coffee crops are sensitive to climate and are
depleting due to:
 Growing issue of global warming changing climates
 Tropical climates are getting too warm for proper growth
 Coffee growing regions are depleting in resources
 Coffee Berry Borer
 Most harmful pest to coffee crops
 Fungal infection (coffee rust)
 Higher temperatures allow for it to thrive

7. Conclusion
 The “Issue”
 Keurig’s Stance
 Conscious or Not?
 Bigger Fish to Fry?

8. Works Cited
 http://www.businessinsider.com/kill-the-k-cup-why-keurig-may-be-in-
big-trouble-2015-12
 http://thegoodhuman.com/2015/01/20/attack-of-the-k-cups/
 http://www.npr.org/sections/thesalt/2015/01/28/379395819/coffee-
horror-parody-pokes-at-environmental-absurdity-of-k-cups
 http://www.keuriggreenmountain.com/en/Sustainability/SustainablePr
oducts/Overview.aspx
 http://www.businessinsider.com/keurig-coffee-empire-has-a-big-
problem-2015-12