“They are the true faces of people who work with us”

The new ad, “The Choice We make”, is an abandonment of the brand’s usual theme of the premium for exclusivity, instead of profiling Colombian coffee farmer Humberto and highlighting of Nespresso investment in the local coffee-growing communities.

It comes from the company, which created the disposable coffee pod to the class at the end of the years ‘90, is facing increasing pressure from environmental groups, most of coffee pod waste and competition in the form of alternatives that are biodegradable..youtube-iframe {display: block;height: 0;overflow: hidden;padding: 0;padding-bottom: 56.25%;position: relative;margin-bottom: 20px;}.youtube-iframe iframe {border: 0;bottom: 0;height: 100%;left: 0;position: absolute;top: 0;width: 100%;}

“Australian consumers increasingly want to know that the brands they buy from are sustainable and the companies they buy are doing the right thing,” said Loic Rethore, at the head of Oceania for Nespresso.

“This is why we believe that showing the impact of Nespresso’s sustainability program will be of value and understand what it takes to make each cup. This [ad campaign] is a continuation of our commitment to sustainability.”

Mr. Rethore said that George Clooney would still be “a part of our ecosystem,” the company has chosen to focus on what was happening in the country of origin.

“There will be no one face, because there are so many people affected by the choice Nespresso has done,” he said.

The australians churn by approximately three million fresh ground coffee pods every day, and nearly a third of consumers own a machine, according to the market research firm Euromonitor, which forecasts revenue from coffee pod sales to grow by 13 percent per year for the next five years, the strongest growth of all coffee categories.

“However, the popularity of fresh ground coffee pods can be disputed by those who care about their elimination,” Euromonitor analyst Sara d’agostino’s writing.

“While Nespresso has launched a more convenient recycling program in September 2016, selling prepaid Australia Post bags for consumers to recycle up to 130 used pods at a time, other businesses are still to introduce similar programs. This will become an important problem.”

Last year, the former Nespresso chief executive officer Jean-Paul Gaillard told the coffee pods could contribute to a global environmental disaster, with billions of capsules of aluminium ending up in landfills across the world each year.

“People should not sacrifice the environment for reasons of convenience,” he said.

Mr. Gaillard is now head of the Ethical Coffee Company, a rival that makes it fully biodegradable coffee capsules that break down in a period of eight months.

“The competition is very natural, when a company starts to be successful, it is very normal, and the various companies position themselves in different ways,” Mr. Rethore said.

“We really believe in Nespresso as aluminum, at this stage, is the best material that combines two sets of qualities. First of all, it is the best material to preserve the precious aromas of our coffees, and secondly, it is infinitely recyclable.

“It is one of only a few materials like that. It is in fact the key message that we want to communicate, that Nespresso capsules are recyclable. We need to ensure that we continue to remove barriers to recycling and to convince our club members to recycle.”

In Australia, Nespresso has launched four ways for consumers to return their used pods, which are recycled in a plant dedicated to Nowra.

“You can post your capsules with our Australia Post satchels, we are talking about 20 000 collection points across Australia,” Mr. Rethore said.

“You can also bring the capsules back to our stores, or our network of nearly 300 florist partners across Australia. We also have a block of a recycling program for the offices or members of the community to collect capsules and send them back to us.”

Nespresso refuses to disclose the recycling of the figures, because they can be used to infer sales data, but Mr. Rethore said the “first signs” have been “very positive.”

“It is very early because we have raised the recycling of last year,” he said. “We have focused much effort and resources to do this. In terms of measurement, we have not yet established a baseline.

“We are working with a third party in order to do this, then we can report and measure, but the early signs are positive.”

Nestlé owns 11.7% of market share of Australia’s $ 5.6 billion tea, coffee and other food products manufacturing industry, according to IBISWorld, with a revenue of $633.4 million in 2016, an increase of 4% compared to the previous year.

The market research firm said that Nestle’s revenue growth has under-performed the sector as a whole over the past five years as health-conscious consumers away from ready meals, the rapid growth of the Nespresso brand has helped to offset declines in other areas of the business.

frank.chung@news.com.au