More than ever before, consumers are looking to make sustainable choices in their daily lives. Understanding the origin of a product and its impact on the world around us are crucial factors that we are increasingly considering every day.
Leading the way with its commitment to recycling, Nespresso has partnered with Swedish lifestyle bike brand Vélosophy to produce a stylish bicycle made from recycled aluminium coffee capsules. The result is RE:CYCLE - a perfect balance of sustainability and style, designed to illustrate the potential of recyclable aluminium and motivate Nespresso fans to recycle their capsules.
From Nespresso boutique at Doha Festival City, the Swiss brand celebrated this constructive partnership and unveiled the Nespresso recycling bike. The ceremony was attended by Mr. Ashraf Abu Issa, Chairman of Abu Issa Holding Group, Mr. Fawaz Idrissi, Senior Vice President of Abu Issa Holding, His Excellency the Ambassador of Switzerland in the state of Qatar, Mr. Edgar Dorig, and Mr. Iyad Sabarini, General Manager of High Trading International, the exclusive distributor of Nespresso. And a group of media representative and lovers of the Swiss brand.
Aluminium is one of the world’s most valuable resources because it can be re-melted and re-used infinitely, allowing craftsmen to give waste a second life. Designed to highlight the potential of recycling Nespresso’s aluminium capsules, the launch of RE:CYCLE is encouraging consumers to consider how they can make a positive impact.
Jean-Marc Duvoisin, CEO of Nespresso, said: “Through our collaboration with Vélosophy, we’re illustrating to coffee lovers the potential of recycling their aluminium Nespresso capsules. By using recycled capsules to make beautiful bicycles, Vélosophy bring sustainability and style together to create a truly meaningful experience, bringing to life the importance of recycling. We have been inspired by working with Vélosophy, and I hope the RE:CYCLE bicycle inspires people to recycle.”
Jimmy Östholm, CEO and Founder of Vélosophy said: “We created Vélosophy with a clear purpose: to have a positive impact on the world. This purpose drives everything we do, from our promise to give a bike to a schoolgirl for every Vélosophy we sell, to producing our stylish city bikes from recycled aluminium. I see in Nespresso a strong commitment to sustainability, which is why this has been the dream partnership. We are proud to have co-created a bike that takes on the future. It is beautifully designed, responsibly sourced and sustainably produced.”
The limited edition Vélosophy RE:CYCLE bike is an icon of circular economy design. Created for conscious-living coffee lovers using the aluminium from recycled Nespresso capsules, Vélosophy have re-imagined their classic model in bright purple in a nod to Nespresso’s popular Arpeggio coffee. RE:CYCLE will delight Nespresso fans with its capsule-shaped bell and cup-holder basket giving them the chance to enjoy their favourite drink on the go.
1000 RE:CYCLE bikes will be available from 12 August exclusively from Vélosophy’s ecommerce platform velosophy.cc.
Vélosophy is the only bicycle brand in the world with a full one-for-one promise: for every bike they sell or rent out, another is given to a schoolgirl in Africa to improve her access to education. For every RE:CYCLE bike created by Vélosophy in partnership with Nespresso, another bike will be donated to a girl through World Bicycle Relief.
Nespresso aluminium capsules are fully recyclable – including the coffee grounds. Nespresso opened its first recycling scheme in Switzerland in 1991 and invests some CHF 40 million a year in the programme. Today the scheme is available in more than 53 countries and gives coffee-lovers a range of options for convenient recycling of their used capsules, from a network of more than 100,000 drop-off points to door-step collections and mail-back schemes.