When not on my best of days, I’ll be the first to admit that I can sometimes be a sarcastic jerk. But even the most acrid sarcasm can be neutralized by a shocking dose of absurd reality. Case and point with this story in today’s Daily Mail: Grower’s Cup, World’s first DISPOSABLE ‘coffee machine’ lets you brew on the move | Mail Online.
You see, there’s long been a lot of consumer environmental angst when it comes to single serving coffee made from pods and capsules. That angst is not at all misplaced, but it’s largely viewed from the wrong end of the telescope. Virtually all discussions that cite the environmental impact of coffee pods obsess exclusively over recycling. Meanwhile, they throw “reduce” and “reuse” under the bus — completely ignoring them.
If we remember our Environmentalism 101, the ranked order of efficacy is this: reduce, reuse, and then recycle. Thus the great environmental atrocity of pod coffee machines isn’t throwing the pods away. It’s that, by design, these coffee systems seem to maximize the amount of materials extraction from the earth, materials processing, machine energy consumption, manufacturing waste by-products, excess packaging and shipping weight, and additional transportation fuel consumption with each and every serving of coffee. The introduction of coffee pods created incremental new demands for all of these, where none existed prior for “traditional” coffee formats.
To sarcastically illustrate this point over the years, I often go from zero to ridiculous in one sentence: that if they manufactured an entire life-sized, pop-up, disposable Starbucks with every coffee serving, the entire system would earn a green “pass” by most consumer definitions if the disposable Starbucks were made of recyclable materials. Imagine a cardboard Starbucks with 1,800 square feet of indoor space, including cardboard men’s and women’s bathrooms, thrown away with every serving of coffee. Can you recycle it? Say “yes” and planet earth and a choir of bluebirds will thank you.
So imagine my shock and horror — and the death of my sarcasm — when I learned that the first step towards creating the disposable Starbucks had already been made with the 2012 introduction of the world’s first disposable coffee machine. Sure, you could say that the proliferation of pop-ups marked the first introduction of the disposable café, but the holy grail here is the single serving disposable café.
Homer facepalm indeed…
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