Good Earth Coffee Brews Pledge to Save Planet | Adweek Good Earth Coffee Brews Pledge to Save Planet | Adweek
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Good Earth Coffee Brews Pledge to Save Planet

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At a time when Procter & Gamble and Kraft are fighting over plastic coffee container patents, Good Earth is trying to convince consumers to help save the earth by creating less waste.

To promote its new Sienna, Mystic and Sedona blends, the organic coffee company debuted its "Brew-at-home" pledge today (Sept. 23). For every visitor to Goodearthcoffee.com that pledges to drink more coffee at home, Good Earth will donate $1 to The Trust for Public Land, a nonprofit environmental group. Consumers also will receive coupons for the new products.

Coffee drinkers contribute 28 billion cups to landfills each year, per a study conducted by Kelton Research on Good Earth's behalf. Among those polled in August, 67% admitted to discarding as opposed to recycling their coffee cups. This accounts for about 100 million pounds of paper being wasted each year.