Making Positive Brand Changes

There was certainly something that was pointed out by Hugh Fearnley Whittingstall. He has made a mark for himself in the cooking and activism world as not only a chef but also as an activist. He has recently made an insightful observation that the coffee cups the companies used are not ecological. This means that when they are disposed of or thrown away they do not decompose on their own. He termed this act as a complete and utter waste of the coffee cups.

He recorded some stats and claimed that throughout the year the cups that are thrown out pass the million count. Just because the cups were made out of opaque materials Hugh claimed that the famous cup companies had always lied about them being recyclable even though they were not. He also stated that renowned companies should at least own up to the truth of the matter and use transparent materials to make the cups as to avoid misleading their clients into believing that they care for the environment. When he went out on a further observation he learnt that not even one percent of the cups were actually being recycled.

These cups when thrown are the single handed cause of severe damage to the environment particularly the landfills and according to Hugh no coffee company seems to be taking responsibility of it. He demands the companies to at least tell their clients the truth about the materials the cups are made of. They do not want to use something that promises something it clearly cannot deliver. He demanded them to begin using cups that are indeed recyclable and do not just claim so.

He has named several large scaled companies but his main focus is the following two:

Starbucks and
Costa

He claims that the above two are continuously misleading their clientele by lying to them about their cups being friendly to the environment whereas they lay around and are not taken care of the way they should be. He claims it to be an offense. He met with the in charge of the two companies in order to discuss the matter further. He wanted them to take ownership of their actions and do something about it to bring about the desired change. Though the latter company did not agree to the suggestions made, Starbucks took on board the offer immediately. The former company announced that it will give discount to all its customers that walk in the shop with independent biodegradable cups.

People who love coffee also started to raise awareness in the matter as they did not want something they love to impose any kind of threat to their environment. They began purchasing biodegradable cups so that they can easily be recycled when thrown away.

He introduced by the end that there are various companies that mass produce cups and lids that are made out of purely bio-based materials. All the renowned brands can purchase them so that they can easily be recycled.