Since January 1, 2023, Fost Plus, in partnership with Nespresso, Nestlé, and JDE Peet’s[1], and later joined by Delhaize, has implemented a solution for sorting and recycling coffee capsules via the PMD blue bag. The goal is to make sorting easier for coffee capsule consumers who already use the PMD blue bag daily. One year later, nearly 4 out of 10 coffee capsules placed on the market are already collected. 80% of coffee capsule consumers have adopted the new sorting habit, though improvements are possible. Delhaize is the first major retailer to join the project.
A NEW HABIT FOR THE MAJORITY OF BELGIANS
Belgians are very well informed! This is shown by the results of a survey conducted among coffee capsule consumers[2]. Nearly 80% of respondents indicate that they know they can sort their capsules in the PMD blue bag. Moreover, 7 out of 10 respondents believe it is an easy habit to implement. For the partners, the project is therefore on the right track.
Wim Geens, Managing Director of Fost Plus: “We are delighted to see that Belgians appreciate this new initiative. It makes their lives easier, which aligns with our ambition to make sorting increasingly accessible to citizens.”
THE SECTOR’S WILLINGNESS TO CONTINUE RAISING AWARENESS AMONG CONSUMERS
Although the new capsule sorting option showed positive results after one year, partners recognize the need to continue raising consumer awareness. The study indicates that around 40% of Belgians surveyed still do not sort their capsules in the PMD blue bag. The main reasons are a lack of knowledge of the rules, a lack of involvement in waste sorting, and forgetting to sort. These findings provide a basis for improvements, as partners believe more consumers can be encouraged to sort correctly.
SUSTAINABILITY IS ADVANCING
67% of respondents know the capsules will be recycled, yet half want more information about the process. This shows increasing sustainability awareness among citizens.
On the retail side, Delhaize has joined the initiative, becoming the first major retailer to follow suit. The retailer is now responsible for covering the costs of collecting and recycling its own capsules. To continue this momentum, the current partners, who fund the recycling of all capsules, are calling on other players in the coffee capsule market to also join this initiative.
To date, nearly 4 out of 10 coffee capsules sold in Belgium are collected via the PMD blue bag. Thanks to the partners’ commitment, sorting centers have been equipped with new technologies that allow for the separate sorting of aluminum and plastic beverage capsules. Additionally, contracts have been signed with specialized recycling companies to handle this material flow. Aluminum capsules are now recycled in a new stream, which also includes small aluminum packaging such as caps, through partners in the Netherlands and Germany to become new aluminum products, such as car or bicycle parts. Plastic capsules are processed in Belgium and neighboring countries.
Regarding their collaboration on this project, the various partners explain:
Sonja Wegscheider, General Manager of Jacobs Douwe Egberts Belgium and Luxembourg, Oliver Perquy, CEO of Nespresso Belgium and Luxembourg, Michel Mersch, CEO of Nestlé Belgium and Luxembourg, and Raphaël Gentile, Vice President Dry & Sourcing at Delhaize: “This new initiative is a real step forward, and we are proud to see that its implementation has gone so well. We are convinced that Belgians are ready to follow us in this transition, and we look forward to continuing together on this path.”
[1] Nestlé for the brands Starbucks by Nespresso, Nescafé Farmers Origins, and Nescafé Dolce Gusto, and JDE Peet’s for the brands L’Or and Douwe Egberts.
[2] The study was conducted in February 2024 by Dedicated at the request of the partners, with a representative sample of 1,513 Belgians.
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