In a recent interview, we delved into the fascinating journey of Coffeefrom®, a company transforming coffee grounds into sleek recycled dishware. Together with co-founders Laura Gallo and Rita Bonucchi, we dove deep into what it takes to launch a new product that supports the circular economy from sourcing, to market challenges, to the operational intricacies of their innovative approach.
How did Coffeefrom® start? Why did you start using coffee grounds?
Laura Gallo: We started our project with the idea of integrating beauty and design into the final product. Coffee grounds, both post-production and post-consumption, were central to our concept from the beginning. Our journey began in 2015, with a project in collaboration with the food industry and Novamont, focusing on growing mushrooms on coffee grounds. This early experiment highlighted the potential of coffee waste but also showed us the need for a more scalable and impactful application.
Rita Bonucchi: Our experience during Expo 2015 Milan was pivotal. We worked on a project to create biodegradable coffee capsules, transforming coffee grounds from waste into a new recycled and bio-based thermoplastic material. This experience laid the foundation for Coffeefrom®, guiding us to think about creating final products that could attract the food market’s attention while keeping more sustainable options in mind.
How did you approach the creation and scaling of your products?
Laura: The process involved a lot of trial and error. At the time, a major player in the food industry approached us with a strong interest in developing products that aligned with the circular economy, particularly around coffee, and in establishing relevant legal frameworks. This prompted us to begin our research. We worked with a team of bioengineers and researched the bioplastics market and decided to focus on creating beautiful, high-quality products from coffee grounds, which could demonstrate the potential of circular economy principles. We were surprised by how much interest grew. We realized we were solving a very real and important problem not just in the food industry, but in the bioplastic market.
Rita: Convincing production partners and overcoming technical challenges were significant hurdles. The perception that coffee grounds would dirty the machinery was a common concern. We had to work closely with engineers and production staff to address these issues and ensure a smooth transition to using our materials.
What were the key operational challenges and considerations?
Laura: Geolocalization was a critical factor. We chose to base our operations in Northern Italy due to the proximity of our partners and the concentration of plastic and bioplastic clusters. This decision helped us manage logistics and reduce CO2 emissions, aligning with our sustainability goals.
Rita: Finding the right suppliers was another challenge. We needed consistent, high-quality coffee grounds, which required understanding the characteristics of the material and its treatment. Collaborating with universities and industry experts helped us develop protocols to ensure the quality and stability of our materials.
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And what challenges did you face in addressing the sustainable design market?
Laura: When we first started, this was a new solution and a new development in the world of bioplastics. We invested in marketing, design, and research. We had to convince stakeholders of the viability and sustainability of our products. The market’s response was initially overwhelming, with considerable media attention and interest from various industries.
Rita: The transition also involved addressing legal and environmental standards, which were still evolving. We invested in R&D collaborations with institutions like Politecnico di Milano to refine our materials and processes. This was crucial in meeting the quality and sustainability criteria required by the market and regulatory bodies.
Can you speak more to the degree of sustainability in bioplastics?
Laura: True sustainability goes beyond circular economy principles. We had to consider the entire lifecycle of our products, from raw materials to final disposal. This involved making compromises and continuously improving our processes to minimize environmental impact.
Rita: It’s essential to stay critical and informed. Just because a product is marketed as sustainable doesn’t mean it is. We constantly evaluate our materials and processes to ensure they genuinely reduce environmental impact. This sometimes means challenging popular perceptions and making difficult decisions. The term “circular economy” doesn’t always mean sustainable. At this phase, we continue to improve the product while also challenging the larger industrial process and standards. There is a need for someone to work on making changes to the process, and we are doing that day by day.
What advice would you give to others looking to live more sustainably or in harmony with the circular economy?
Laura: Use your purchasing power to drive change. Whether as a consumer or a business leader, choosing sustainable products can make a significant impact. Even if the products aren’t perfect, supporting efforts that move in the right direction is crucial.
Rita: Engage all stakeholders in the decision-making process. Sustainability isn’t just a design choice; it involves everyone from engineers to production staff. Overcoming resistance and educating all levels of the supply chain is essential for successful adoption.
The journey of Coffeefrom® is a testament to the power of innovation and perseverance in the face of challenges. Their commitment to sustainability and responsible design offers valuable lessons for anyone looking to make a positive impact through their work. By focusing on continuous improvement and stakeholder engagement, Coffeefrom® is paving the way for a more sustainable future in the design industry.
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