Nespresso has extended its doorstep recycling programme to China by partnering with local player JD Logistics.
Customers across China will be able to schedule JD couriers to come to their door and pick up used coffee capsules either on the same day or the next day.
To facilitate the service, JD created a bespoke recycling page which was integrated into Nespresso’s page on WeChat, a Chinese social media app.
JD will ship the used capsules to recycling plants in Beijing, Shanghai or Guangzhou, with the aluminium being used for novelty gift products and the coffee grounds being shipped to a farm near Shanghai.
Alfonso Troisi, business executive officer for Greater China at Nespresso, said: “It’s a great honor to work with JD for this project. Sustainable development is Nespresso’s brand responsibility, as well as the core concept of our business strategy.
“With the support of JD’s premium in-house logistics network, we will be able to reach more consumers and recycle more than ever before. We believe that we can achieve 100% recycling capacity all over the world in 2020.”
Wei Tang, head of key account management at JD Logistics, said: “Environmental protection is a huge priority for us so we are thrilled to be part of this initiative.
“Working with Nespresso to leverage our logistics is making it easier than ever for consumers and businesses to do their part to be green. This is one of many initiatives in this vein, and there will certainly be more in the future.”
Nespresso offers pre-paid recycling bags from UPS so that consumers can send back capsules to be recycled. Customers can request the bags from a Nespresso boutique, order them online or call the customer service centre. They then simply give them to a UPS driver or take them to dedicated drop-off points.
The coffee brand also recently made a $1.2 million commitment to enable the recovery of its aluminum coffee capsules through New York City’s curbside recycling programme. This means that customers can simply place them with their normal recycling.