Business & Money | Sunday 14 April, 2019 1:07 pm |

Nespresso the worldwide pioneer in premium portioned coffee has enhanced its commitment towards environmental protection and sustainability in countries wherein it operates by announcing the release of its global recycling initiative in the Kingdom of Saudi Arabia. This has been undertaken concurrently with the opening of its new boutique at Riyadh Park Mall in Riyadh. The mall is one of Riyadh's most outstanding landmarks thanks to its size and vital location, as part of its expansionist plan in the Kingdom to respond to the growing demand due to the increasing number of Nespresso lovers in the Kingdom.

‏Customers would be granted access by the new campaign to recycle the Nespresso capsules through the Nespresso boutiques network across the Kingdom. Nespresso drinkers will get eco-friendly recycling bags into which they will be able to collect the used capsules and deliver them for recycling. Then, aluminum will be used in the recycling of a myriad of products. Aluminum will be separated from coffee grounds to the utilization as natural fertilizer for agriculture and horticulture purposes. Used capsules will be collected from the houses of consumers and offices, hotels and restaurants serving Nespresso as well.

‏Commenting on the campaign's release and opening, Salem Al Yafie, General Manager of Al Soukya International Company for Marketing of Coffee Equipment, exclusive distributor of Nespresso in Saudi Arabia, said: "We are celebrating the opening of Nespresso's fourth boutique in Riyadh, concurrently with the release of the recycling and environmental campaign, in accordance with the Saudi Vision 2030 which stressed the need to activate the environmental campaigns and concern for the Saudi society's health. We aim to boost the responsible environmental practices, raise the awareness of the society members and involve them in taking responsibility to protect their environment and keep their society environmentally friendly”.

‏For his part, Fabio De Gregorio, Business Development Manager of Nespresso Middle East & Africa, said: "Nespresso reiterates for its lovers its global pioneering role and keenness to reinforce its campaigns on recycling and environment protection. It diligently seeks to help the world's coffee farmers develop their business, strengthen their opportunities and improve their production quality"

‏Gregorio referred to Nespresso’s ambitious plan 2020 with regard to serving a tasty cup of coffee with a charming effect worldwide. This cup does not only provide a moment of pleasure, but also recovers ecological resources.

‏He said: "For our company, sustainability is our way of doing business and it is the core of everything we do. We understand and respect the responsibility shouldered by Nespresso to create sustainable economy for coffee. We also ensure better principles of our sustainable practices throughout our value chain. The coffee cup journey starts out with choosing the best ripe soil for growing the coffee beans, picking out veteran farmers and carefully sorting the best beans to be roasted and prepared in the Nespresso capsules, and thus granting a new life to the used coffee capsules." 
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