A Mountain of Green: the Rise ($) and Fall (<3) of Green Mountain Coffee Roasters.

Via on Aug 10, 2010

Greed Mountain. Green Mountain. K Cups. Keurig Coffee. How much for your conscience?

Just read an article about Green Mountain Coffee—an article that was not made less devastating for the fact that we eco-minded journalistas and bloggers already know that Green Mountain Coffee Roasters became Greed Mountain Coffee Roasters, a few years back.

Now, I don’t say this lightly. I’ve loved Green Mountain for years—since I was a high schooler in Vermont, wayyy back in the late 80s, early 90s. I drink Green Mountain at home, still, from time to time (including this morning).

And, until recently, they walked their talk. As recently as a few years back, I termed Green Mountain Coffee the “Fair Tradest of Them All”:

But, as The Dude might put it, some serious sh*t has come to light, man.

[galleria]

Green Mountain now makes 80% of its green from single-use “disposable” plastic and tin k cups. Read here for the long story, in The New York Times.

Here’s the short story: green those k cups. Your competition already has biodegradable paper ones (see article, above, props to Sara Lee). And there’s reusable steel mesh cups out there, already.

Do it. This year.

Or all your rationalizations (see article, above), built high upon a mountain of green, will come to haunt you…and all of our grandchildren.

Plastic is toxic. Plastic is forever. Every piece of plastic ever created still exists. It’s linked to cancer. Tin is recyclable.

Fix it.

You can do it! Be a truly “Green” hero, a company we all want to patronize.

Bonus: Bag it.

Bag It Intro from Suzan Beraza on Vimeo.

About Waylon Lewis

Waylon Lewis, founder of elephant magazine, now elephantjournal.com & host of Walk the Talk Show with Waylon Lewis, is a 1st generation American Buddhist “Dharma Brat." Voted #1 in U.S. on twitter for #green two years running, Changemaker & Eco Ambassador by Treehugger, Green Hero by Discovery’s Planet Green, Best (!) Shameless Self-Promoter at Westword's Web Awards, Prominent Buddhist by Shambhala Sun, & 100 Most Influential People in Health & Fitness 2011 by "Greatist", Waylon is a mediocre climber, lazy yogi, 365-day bicycle commuter & best friend to Redford (his rescue hound). His aim: to bring the good news re: "the mindful life" beyond the choir & to all those who didn't know they gave a care. elephantjournal.com | facebook.com/elephantjournal | twitter.com/elephantjournal | facebook.com/waylonhlewis | twitter.com/waylonlewis | Google+ For more: publisherelephantjournalcom

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2 Responses to “A Mountain of Green: the Rise ($) and Fall (<3) of Green Mountain Coffee Roasters.”

  1. ARCreated says:

    amen brother, I wondered about those pod things, I have never used them but they seemed rather ridiculous!!!! and thanks for reposting bag it…

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