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The program set out with goals around recycling and sustainability. Key Reference were fulfilled in 2014, and a new sustainability program, "The Favorable Cup," was introduced. It includes goals on sustainable coffee sourcing under the Nespresso AAA Sustainable Quality Program, which was developed with the Rain forest Alliance and released in 2003 and is focused on assisting farmers who grow and provide Nespresso's coffee.

Farmers are not required to sell to Nespresso, although lots of pick to as Nespresso use a fair rate for the coffee and help in all elements of the farmers' company. Nespresso provides up to a 40% premium on the rate of beans, and some 75,000 farmers from 12 nations are taking part in the program.

Other tasks also include working together with Caran Dache to create a ball point pen out of recycled coffee pods. Nespresso Pro, Original, Line, and Vertuo, Line pills can be recycled at one of Nespresso's recycling centers. Marketing projects [modify] George Clooney is considered the "face of Nespresso" and has actually been starring in Nespresso's advertising campaign because 2006, first in European and worldwide campaigns and given that 2015 in US market ones as well.

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In the summer season of 2020 in the middle of the global COVID-19 pandemic, Nespresso released an Internet advertisement on their You, Tube channel that focused on sustainability. Rivals and lawsuits [edit] Makers [edit] In August 2011 the Australian company Kogan announced the development of the "Ez-press", a coffee maker suitable with Nespresso pods. Pills [modify] In 2008 Jean-Paul Gaillard, a former CEO at Nespresso, started a rival company, Ethical Coffee Company SA (ECC), to make suitable eco-friendly pills for the Nespresso machine, withdrawing from this "loss-making" market in 2017.

These were launched with four core pods including 3 single origin pods, and are compatible with all customer Nespresso makers, however not those such as a commercial Nespresso device or in a Miele incorporated unit. Litigation [modify] In March 2011 the Swiss discount grocery store, Denner, won a court fight with Nestl over the sale of plastic Nespresso-compatible pills, at about half the retail price of Nespresso capsules.