In an effort to encourage consumers to adopt a more eco-friendly way of living, Nescafé Ricoffy has tasked consumers with finding new and creative ways to repurpose their coffee tins. With the brand’s coffee beans being 100% responsibly sourced, it’s clear that Nescafé is all about sustainability. The brand is not only encouraging sustainable habits, but it’s also keeping them away from landfills.
Nescafé Ricoffy Responsibly Repurposed
Nescafé Ricoffy launched an upcycling brand challenge. The challenge encourages consumers to repurpose their empty tins of Ricoffy and find “creative ways to extend their lifecycle”. The prizes on offer; R1,000 cash prizes for the top 100 best and most creative uses of the tins. The competition began in mid-February and is due to run until the 31st of March.
The Package Repurposing Challenge is in line with Nestle’s RE Sustainability initiative and the three pillars of Rethink, Reduce and Repurpose focused on the company’s ongoing commitment towards innovative sustainable practices which protect, renew and restore the environment and contribute to a waste-free future.
The hashtag, #NescafeRicoffyResponsiblySourced, is already trending on Twitter with consumers finding all manner of creative ways to reuse the tins.
“Upcycling reduces the impact on the environment and extends the life cycle of tins, and we are heartened by our consumers’ willingness to embrace creative repurposing. Achieving sustainability is a collaborative effort and our consumers are a key stakeholder,” says Nicole Roos, Executive Officer of Coffee & Beverages at Nestlé South Africa.
Consumers have been showing off their creative and sustainable sides, turning their tins into sweet stations, pot plant holders, and even hand sanitiser holders and miniature stoves.
The future of sustainability
By encouraging consumers to unlock their creativity and become more sustainable, it’s clear that Nestlé is dedicated to minimizing its negative impact on the planet and making positive contributions. There truly is a story in every sip of Nescafé Ricoffy and undoubtedly, there are even more stories to come with brand lovers contributing to a responsibly sourced future.
The fact is that Nestlé is committed to implementing responsible sourcing practices and continuously improving its coffee supply chain in a way that benefits the planet. At the end of the day, Nestlé knows that what makes their products exceptional is the quality of the ingredients and the people who produce them. So, protecting growers and their environments is essential, as it ensures the long-term success of the business.
For other articles on Nescafé’s sustainability initiatives you can read more here: Nescafé moves to sustainability