‘The Economist’ starts coffee recycling subscription event

The Economist, an international business publication with U.S. headquarters in New York City, has announced that it will host a series of subscription events around New York City to highlight the impact of food waste on the environment as part of its experiential marketing campaign.

Beginning on March 18 and lasting until April 23, The Economist will have its branded coffee cart at various locations throughout New York City to offer passersby a free cup of coffee and to highlight secondary uses for the used coffee grounds. The program, Grounds for Change, is based on a report from The Economist titled “Oil in Your Coffee” that highlights little known uses for used coffee grounds including creating biodiesel fuel. The report notes that annually, world coffee demand consumes more than 7 million tons of coffee, which could produce 340 million gallons of biodiesel. The report also notes that 1 liter of biodiesel requires 11-15 pounds of coffee grounds, depending on the oil content of the coffee used.

Those stopping for a cup of coffee may choose one of two postconsumer uses of their grounds. The grounds can be transported to a compost site and transformed into a soil amendment for use on local urban farming and gardening projects, or the coffee grounds can be upcycled Brooklyn-based company using postbrewed coffee grounds to create soaps, scrubs and candles.

“The campaign brings The Economist’s mind-stretching journalism to life and challenges potential readers to consider new ideas and solutions to reflect on more environmentally sustainable approaches toward food production and consumption” Marina Haydn, senior vice president of circulation and retail marketing, says.

The experiential marketing strategy is a part of The Economist's live content marketing program aimed to attract new readers to The Economist through real-world experiences. Most recently, The Economist introduced consumers to its Waste Not. Want Not program that offered pedestrians smoothies made from produce otherwise destined for the trash.

Consumers who participate in the Grounds for Change program will have the opportunity to subscribe to The Economist at an introductory rate of 12 weeks for $12 and can opt to have The Economist plant a tree on their behalf.

The Grounds for Change program kicks off on March 18 at Bergen and Smith Streets in the Boerum Hill section of Brooklyn and will wind its way around the city during the months of March and April. A schedule of activities is available here.