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NespressoFrance:EncapsulatingSustainability

This casewasdevelopedbyProfessorOlivier Sibony frompublished sourcesand company interviews.Someofthedatasuppliedissimplifiedordisguisedforconfidentialityreasons. Thiscaseisintendedsolelyasabasisforclassdiscussion.Casesarenotintendedtoserveasendorsements,sourcesofprimarydata,orillustrationofeffectiveorineffectivemanagement.Theviewsandopinionsexpressedinthiscasestudyonlyreflecttheviewpointofitsauthor. ThecontributionsofArnaudDeschamps,NathalieGonzalez,HeleneCoulbaultandKatarzynaReniearegratefullyacknowledged. ©OlivierSibony2017

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This casewasdevelopedbyProfessorOlivier Sibony frompublished sourcesand company interviews.Someofthedatasuppliedissimplifiedordisguisedforconfidentialityreasons. Thiscaseisintendedsolelyasabasisforclassdiscussion.Casesarenotintendedtoserveasendorsements,sourcesofprimarydata,orillustrationofeffectiveorineffectivemanagement.Theviewsandopinionsexpressedinthiscasestudyonlyreflecttheviewpointofitsauthor. ThecontributionsofArnaudDeschamps,NathalieGonzalez,HeleneCoulbaultandKatarzynaReniearegratefullyacknowledged. ©OlivierSibony2017

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NespressoandtheFrenchcoffeemarketin2008

Witha90%+penetrationofhouseholds,coffeeisoneofthelargestconsumergoodscategoryinFrance.Ofthedifferent coffee-making systems that coexisted in French households, filter (drip) coffee was the mostwidespreadin2008.

Individual,single-servecoffeecapsuleswerehoweverthefastest-growingsegment,andthatwasdueinlargeparttoNespresso.Launchedin1986,thebrandreliedonaproprietarysystem:onlyNespressomachinescoulduseNespresso capsules, andonlyNespresso capsules couldbeused inNespressomachines.Nespresso soldmachinesbothdirectlyandthroughelectricalretailers,andsoldcapsulesexclusivelythroughdirect-to-consumerchannels, including its own boutiques, phone orders, and online sales. (Exhibit 1). Although the company’sgrowthhadinitiallybeenslow,ithadacceleratedinrecentyearstoreachtheimpressivepaceof30%ayearfrom2000 to 2008. Nespresso, whichwasmanaged as a standalone unit within Nestlé, theworld’s largest foodcompany,reportedglobalsalesofSwissFr.2.3bnin2008,andproudlynotedthat8,000cupsofNespressocoffeewerebrewedeveryminuteintheworld1.

Nespresso was especially successful in France, where consumers were demanding and accustomed to thestrength of espresso coffee. France was the largest country within Nespresso worldwide. Outside sources2estimated that its salesaccounted forasmuchasone-thirdofNespresso’sglobal revenues,or roughly$450million.Itslocalmarketsharewithinthesingle-servesegmentwasestimatedtobeover70%inmachinesandover80%incapsules3.InDecember2007,NespressoFrancehadopenedaflagshipstoreontheChamps-Elysées,partly in order to enhance the brand’s visibility among international tourists. No longer a niche product forobsessivecoffeelovers,Nespressowasbecomingagloballuxurymegabrand.

Thealuminumcrisis

Anunexpectedconsequenceofthebrand’sgrowingstaturewastoexposeittogreaterscrutiny.Oneissuethatstoodoutinthequestionsthatitreceivedfromjournalistswastheenvironmentalimpactofitspackaging.

Bydefinition,consumersofsingle-servecoffeehadtothrowawayausedcapsuleforeachcuptheydrank.Thetangiblewastefulnessof thatgesture irkedmanyenvironmentally consciousconsumersandopinion leaders.Unsurprisingly,astheundisputedleaderofthesingle-servesegment,Nespressowasthe“face”oftheindustryandhadtoanswerconcernsrelatedtosingle-servecoffeeingeneral.

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Asanadditionalcomplication,aloneamongitssingle-servecompetitors,Nespressousedaluminumtomakeitscapsules.ThiswasessentialtodeliverthequalityNespressowasaimingfor,asaluminumwasmoreopaqueandairtightthananyothermaterial,andpreservedthefreshnessofthecoffeemoreeffectivelythanthealternatives.Butthrowingawaycolorfulaluminumcapsules,whichwereassociatedintheconsumer’smindwiththeluxuriousimageofNespresso’sstoresandadvertisingcampaigns,feltevenmorewasteful.

Astrikingillustrationofthisconcernwasprovidedbyalongstoryintheleft-leaningdailynewspaperLiberation.TheNov.2007storycriticizedNespressoforcarelesslyusingnon-renewableresources,andfeaturedtwovisuals:ahandgrenadeandaKalachnikovassault rifle,bothmadeofassembledNespressocapsules (Exhibit2).Thisservedasawake-upcallforthemanagementofNespressoFrance:somethinghadtobedone.

Thedominantviewatthetime,however,wasthatthiswasaPRproblemmorethanarealbusinessissue.Unlikejournalists,consumers–whohadadirectlinetoNespressoandusedittoordertheircapsules–seldomhadanyenvironmentalconcernsorinquiries.TherewasnosuggestionthatanyregulatorychangeorconstraintwouldbeimposedonNespressoanytimesoon.Saleswerestillgrowingata30%+annualrate,andthebrand’simage,which Nespresso tracked closely, showed no sign of weakness. On the contrary, the famous “What Else?”campaignfeaturingGeorgeClooney,launchedin2006,hadfurtherstrengthenedit.

Thefactsaboutaluminum

Therewasanadditionalreasonnottooverreact:thecriticismofNespresso’spackagingwaslargelymisinformed.

First,aluminum,anaturallyoccurringmetal,is100%recyclable,unlikemostotherpackagingmaterials.Whileitwastruethat--unlikeglass,plasticandpaper–aluminumwasverypoorlyrecycledaspartofthewastedisposalsysteminFrance,thatcouldhardlybeblamedonNespresso.

Second, if authorities hadnotmade aluminuma priority in their packaging recycling policy, itwas for goodreason: aluminum accounted for approx. 70,000 tons of waste annually, amere 2% of the total volume ofpackagingwaste(approx.3.3milliontons)4,whichitselfisonly18%ofallhouseholdwaste5.Peoplewhowereseriousabouttheenvironment,inotherwords,hadbiggerfishtofry.

Third,Nespressowasasmallfractionofthatsmallproblem.Althoughtheywereveryvisible,itscapsules,whichusedapproximately1gramofaluminum,accountedca.2%ofthevolumeofaluminumpackagingwaste.Softdrinkcans,aluminumwrap,takeawaytrays,etc.usedmuchmorealuminum–andnooneseemedtofocusonthem.WhatthejournalistswhowerewritingaboutNespressoprobablydidnotrealizewasthat,althoughtheyallhadaNespressomachineathomeandthrewawayafewNespressocapsuleseveryday,Nespressowasaluxuryproduct,presentinfewerthan10%ofFrenchhouseholds.

Fourth,Nespresso’sleadersresentedbeingportrayedasevil–oratleastcareless–polluterswhentheywereinfactcommittedtoanumberofsocialandenvironmentalresponsibilityinitiatives.Amongmanyotherprograms,Nespresso Franceworkedwithpartnerswhoemployedaround140disabledpeople in itsorderpreparationcentersand in itsaftersalesservice.Globally,Nespressoalsotookgreatcare in itscoffeesourcingpractices:through itsAAAprogram forSustainableQuality, launched inpartnershipwithRainforestAlliance (anNGO),Nespressopaid30-40%morethanmarketpriceforitscoffee,builtwatertreatmentsitesnexttofarms,providedtechnicalassistancetofarmers,createdaretirementprogramforColombianfarmers,etc.

Lastbutnot least, therewasnoconvincingevidencethatanyofthealternativestoNespressowouldbe lessenvironmentallydamaging.Withintherealmofsingle-servecoffee,thealternativewasplastic,whichwasless

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easilyrecyclable.Ironically,plasticcapsulesgenerallyneeded,inordertopreservefreshness,tobeindividuallyover-packagedinanadditionalwrapper,oftenmadeofaluminum.

Moreover,andsomewhatcounter-intuitively,single-servecoffeewasnot,initself,awastefulwayofconsumingcoffee.Apeer-reviewedstudypublishedinthe“JournalofCleanerProduction”6compared“theenvironmentalburdensassociatedwithspraydriedsolublecoffee(…),dripfiltercoffeeandcapsuleespressocoffee(…)over(their)entirelifecycle”.Itfoundthefootprintofcapsuleespressocoffeetobelessthanthatoffiltercoffee,thedominanttechnology.Thiswasprimarilybecausethecapsuleisnotthemaindriverofcarbonfootprint(Exhibit3:CarbonfootprintofaNespressocupofcoffee).Thusthedisadvantagesofcapsuleespressocoffeeweremorethanoffsetbytheinefficienciesofdripcoffee,whichconsumesmorecoffeepercup(inoneexpert’swords,“thekitchensinkisthecoffeemarket’sbestconsumer”)andmoreenergytoproduceitandtokeepithotforsometime.OtherlifecycleanalysesperformedbyspecialistfirmsonNespresso’sbehalfconcurred:perhapscapsulesfeltwasteful,butobjectivelytheyweren’t.

ArnaudDeschamps’soptions

Forallthesereasons,addressingtheconcernsofjournalistsandotheropinionleaderswasseenasanecessarytask,butnotasatoppriority.WhenArnaudDeschamps,whohadspentmostofhiscareeratNespresso,waspromotedGeneralManageroftheFrenchunitinAugust2008,hismainmissionwastosustainagrowthofatleast 20% p.a. while maintaining profitability. Deschamps, who describes himself as “not especiallyenvironmentallyconscious”,simplywantedtoaddressthepackagingprobleminthemosteffectiveway.

Hisstaffwalkedhimthroughanumberofoptionstheyhadstudiedpriortohisarrival.

1.TreatingthePRproblemasaPRproblem

ThefirstoptionwassimplytobettercommunicatetherealityofNespresso’senvironmentalimpact,inordertodeflatetheunjustifiedperceptionthat itwascausingseriousdamagetotheenvironment.Proponentsofthisoptionarguedthattheburstofmediaattentiontoaluminumcapsuleswastemporary.Journalists,theybelieved,would soon find a fresher (and guiltier) scapegoat to blame for environmental problems. In order to divertattention, Nespresso could also use its considerable marketing skills and budgets to emphasize theenvironmentalactionsitwastakingaroundtheworld,particularlyincoffee-growingcountries.

Othercountriesaroundtheworld–wheretheperceptionproblemwasfelt lessacutelythaninFrance–hadessentiallyadoptedthisapproach.

2.PuttinginplaceaproprietaryrecyclingsystemThesecondoptionwastoprovideenvironmentallyconsciousconsumerswithawaytovoluntarilyrecycletheirusedcapsules.InSwitzerland,Nespresso’shomecountry,suchasystemwasinplaceandcollectedca.50%ofallcapsules.

Nespresso France had timidly started implementing a similar policy before Deschamps’ arrival, providingconsumerswith(relatively)stylishrecyclingbagsandencouragingtobringthemback,whenfull,toNespressoboutiques(Exhibit4).Nespresso,however,hadonly17boutiquesinFrance.Evidently,forthispolicytobemorethanmerelysymbolic,Nespressoneededadensernetworkofcollectionpoints.

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Afterevaluatingseveralpotentialpartners,includingtheFrenchpostoffice,Nespressoannouncedanagreementwithanetworkof“PointsRelais”.Thesewereprimarilyindependenthighstreetshopswhowouldcollectusedcapsulesfromconsumers.Theagreementwasdifficulttoenforce,however:manyshopownershadsigneduptobe“PointsRelais”undertheassumptionthatconsumerswouldwalkintopickupe-commercedeliveries,nottodropoff theirgarbage.OneTVprogramtested thisNespressopromise,was turnedawaybyseveral shopowners,andsharplycriticizedNespressoforitsfalsepromisesand“greenwashing”.

Inordertoovercomethesedifficulties,Nespressoofferedanotheroption:intheParisregion,itgaveconsumersthe option to give used capsules to the courier service who delivered fresh capsules. This convenience, incombinationwith the network of Points Relais and theNespresso boutiques,was expected to drive 10%ofconsumerstorecycletheircapsuleswithinthenext2-3years. Inspiteofappearances,thiswasanambitioustarget:only40%ofplastics(bottlesandflasks)wererecycledinFrance,eventhoughallconsumershadtodowastodropthemintherightbin,andtheyhadhaddecadestogetintothehabit.

Ofcourse,Nespressoalsoneededtoorganizetherecyclingofthecapsulesitcollected.Itstruckadealwithaspecialistcompanythatdevelopedadedicatedprocessingcenter.Thisway,notonlythealuminum,butalsothecoffeegrounds,wouldbereusedandrecycled(eachusedcapsuleweighedabout10grams,incl.9gramsofwetcoffeegrounds).

Thetotalcostofthissystemwassignificant,anddirectlyproportionaltoitssuccess.Thetotalcostofcollectingandshippingusedcapsulestotherecyclingcenterwas€750pertonofcapsules.Inaddition,Nespressopaiditsrecyclingpartner€150foreachtonofcapsulesprocessed.Finally,themanufacturing,distributionandmarketingofrecyclingbagscostapprox.€50pertonofcapsules.

Therefore,manyofDeschamps’colleaguesadvocateda“soft”versionofthisoption,inwhichrecyclingwouldbeoffered,butnotaggressivelypromoted.Therealaim,theycontended,wastobeseenasofferinganeasyrecyclingsolution,nottoactuallydriveitsadoptionbyconsumers(andincurtheassociatedcosts).

3.ChangingthecapsuletechnologyDeschamps,whohadlongworkedatNespresso’sheadquarters,quicklycalledhisfriendsintheR&Ddepartmenttoaskwhethertherewasanyalternativetoaluminum.Theanswerwasclear:thereweremanyalternatives,buteach of them was worse – not only from a quality and cost standpoint, but also from an environmentalstandpoint.

However,Nespressoknewthat,asofApril2010,itssystemwouldhavetobeopentocompetitors,becauseoftheexpiryofitsmainpatents.NespressoanticipatedthatahostofnewcompetitorswouldfloodthemarketwithNespresso-compatible capsules, most of which would be made from non-metallic materials. (One of thesecompetitors, the “Ethical Coffee Company”, founded by a former Nespresso CEO, would indeed usebiodegradablecapsulesandmakeititsmainsellingpoint.)

Thismeantthat,inlessthan18months,consumerswouldbeexposedtoarangeofdifferentpackagingoptionsforNespresso-compatiblecapsules–andtoldabouttheadvantagesofnon-aluminumcapsules.

In this context, it seemedworth exploringwhetherNespresso should at least offer one line of non-metalliccapsulesalongsideitsmanyaluminum-wrappedlines.

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4.ChangingtheFrenchrecyclingsystemFinally,DeschampsinsistedonexploringwhetheranoverhauloftheentireFrenchrecyclingsystemwasfeasible.His reasoning was that, if aluminum was recyclable and there was a “yellow bin” in each household forrecyclables,theeasiestwaytorecyclealuminumshouldbeforconsumerstothrowitintheyellowbinalongwithotherrecyclablepackagingmaterials.(Exhibit5).

Ashisteamdiscovered,therealitywasmorecomplex.Recyclableswerecollectedfromhouseholds(usuallyonaweeklybasis)anddispatchedtoover250processingcenters(Table6).Thesecentersweremanagedbylocalauthorities(usuallyadhocgroupingsofmunicipalities),whoeitheroperatedthembythemselvesoroutsourcedthemtowastedisposalcompanies(e.g.,Veolia,Sita,etc.)Eachcenterhaddifferentequipmentandeachlocalauthorityhaditsownpolicies.Asaresult,therulesonwhatcouldandcouldnotbethrownintheyellowbinvariedsignificantlyfromonetowntothenext.Anychangetothissystemwouldhavetoberetail,notwholesale.

Onethingalltheseprocessingcentershadincommon,however,wasacompletedisregardforsmallmetalitems.Thefirststepineveryprocessingcenterwastothrowalltherecyclablesina“Trommel”whichwouldseparatelarge items from small ones. Smallmetallic items (below 7 centimeters in diameter) would be ejected anddisposedofinlandfills(or,insomecases,incinerated),whilelargeritemswentontobesortedandrecycled.

Deschampssooncommissionedastudyaskingwhatitwouldtakeforprocessingcenterstobeabletosortandrecyclesmallermetalitems.Ashelearned,thiswouldrequire,ineachcenter,theacquisitionoftwomachines:oneeddycurrentmachinetoremovenon-ferricmetals,andonesolenoidtoremoveferricmetalssuchassteel.(Ifnotremovedfirst,steelwoulddamagetheeddycurrentmachine;andpackagingwastetypicallyincluded50%moreferricmetalthanaluminum).

Conveyorbeltswouldalsohavetobeadjusted.Allinall,thesetupcostwouldbeca.150k€foreachcenter.Ontopofthat,acenterwouldincurroughly€8,000inadditionalcostsannuallytooperatetheadditionalmachines.

NoneofthecentersDeschampsvisitedseemedtohavemuchinterestinmakingtheseinvestments.Theyhadotherpriorities;andNespressowasseenasalittlemorethananuisance.Themarketvalueofsmallmetalwassignificant(Table7),butnotsufficientintheireyestojustifyinvestments,giventheuncertaintiessurroundingthevolumestobecollected.

Deschampsaskedwhatcouldbedonetoencouragetheinstallationofeddycurrentmachinesandsolenoidsin“pilot” centers, onanexperimentalbasis. This couldbeachievedeitherbypaying for the installationof theequipment, or bypaying a subsidy to the recycling centers for each tonofmetal collected.However, tohissurprise, localauthorities, far fromseizingtheopportunity toshift thetaxpayers’burden,declinedtoacceptmoney from a private company. To subsidize recycling centers, Nespresso would have to go through Eco-Emballages,theorganizationinchargeofcoordinatingrecyclinginFrance(whichalreadypaidrecyclingcentersaper-tonsubsidywhentheycollectedmetals);or, ifEco-Emballageswasnot interested,throughsomeothernot-for-profitcoalitionofmanufacturers.

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Appendices

Exhibit1:ExamplesofNespressomachines,capsules,andboutiques

Exhibit2:FromLibération , Nov.2,2007

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Exhibit3:CarbonFootprintofaNespressocupofcoffee

Exhibit4:RecyclingCapsulesinNespressoboutiques

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Exhibit5:Exampleof“yellowbin”guidelinesinonemunicipality

Source:ADEME,March2013

Table6:NumberofprocessingcentersandtonsprocessedbyFrenchregion

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EuropertonSteel

Marketvalue 150Eco-Emballagesubsidy 172Total 322

Aluminum

Marketvalue 100Eco-Emballagesubsidy 388Total 488

Forallmetals

Avoideddisposalcosts* 100*Costofdisposingofunprocessedwasteinlandfills.

Table7:Expectedrevenuesfrommetalrecycling,ca.2008

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11

Notes

1Nespressopressrelease,April23,2009.2Capital,26/5/20153LSA,17/4/20144 http://www.ecoemballages.fr/actualite/objectif-100-tri-decouvrez-le-rapport-annuel-2015-deco-emballages(p57)5http://www.ademe.fr/gisement-emballages-menagers-france-evolution-1994-2009(p3)6Humbert,S,Loerincik,Y,Rossi,V,Margni,M,&Jolliet,O2009,'Lifecycleassessmentofspraydriedsolublecoffeeandcomparisonwithalternatives(dripfilterandcapsuleespresso)',JournalOfCleanerProduction,17,15,pp.1351-1358,BusinessSourceComplete,EBSCOhost,viewed27July2016.

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