Craft Coffee introduces Go For Grounds, an effort to minimise waste and encourage greater recycling

As the world’s second-most sought-after commodity after oil, coffee is a staggering $100 billion industry – meaning there’s a multi-step bean-to-cup process at the global scale. India-based artisanal coffee brand Craft Coffee has launched a sustainable initiative Go For Grounds, which is an effort to encourage greater recycling and reduce waste.

Based on a waste reuse model, the campaign will extract nutrients from leftover coffee grounds after brewing and repurpose them for skincare, manure production, cultivation and other uses.

A true coffee connoisseur knows their coffee to the bean, to the brew. Inspired by the brand’s passion for its carefully crafted brews, it has decided to launch this comprehensive campaign to show its value consciousness about coffee grounds.

“With global warming and repeated heat waves, now’s the time to be aware of all our habits in daily life and make them sustainable. As one of India’s most loved coffee brands, Craft Coffee is proud to embark on this journey to reuse and recycle coffee grounds – completing a holistic sustainable cycle from bean to brew,”

Dipraj Das, Co- Founder & COO – Craft Coffee.

The team behind Craft Coffee has started Go For Grounds at its experience centre in Kolkata and upcoming pan-India projects, keeping up with the brand’s ethos of maintaining 360-degree integrity in building the coffee culture down to the last bean.

“After brewing your favorite cup of coffee, our baristas store the coffee grounds which are then sun-dried to help produce a range of sustainable products out of coffee waste extract which has a multitude of uses, namely: eco-friendly organic manure, odour neutralization and mushroom production,” 

 Shubham Nandi, Head Of Marketing – Craft Coffee.

From sourcing your coffee from single-origin estates to supporting our baristas and treating their coffee craft right, the brand truly cares, and has taken another step forward for the environment.

Craft Coffee is also set to completely reinvent coffee experience for its guests. It has teamed up with Auli to launch a host of natural coffee grounds based skincare range under the Go For Grounds campaign. The range of skincare products includes Espresso Yourself – Body Scrub, Latte Love, Coffee Care, Detox with Coffee, Coffee Glow, Ground Zero Soap, Coffee Goat Milk Soap, Exfoliation and Masks, Soak in It – Bath Salts, Bath Bombs, Coffee Cocoa Massage Bar.

With further campaigns, Team Craft will continue its journey towards a sustainable coffee lifestyle.

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