How can coffee contribute to sustainable sourcing in line with GreenSign’s principles?

Jochen Schmitz: That is one of the most important questions, because sustainable procurement has the greatest structural impact.

When we talk about sustainable coffee, it’s not just about a label, but about the question:

Just how stable and transparent is the supply chain really?

For us, this is based on the Nespresso Sustainable Quality™ Plan. Today, around 93 % of our coffee comes from this programme, through which we work directly with more than 130,000 farmers in over 15 countries. In my view, something fundamental is currently changing here:
Sustainable procurement is evolving from a system based on ‘proof’ to one that is actively managed and has a measurable impact

Furthermore, the latest progress report shows that 83 % of partner farms are already using regenerative methods.

This shows that the trend is clearly moving towards regenerative agriculture, not just ‘causing less harm’.

How does a coffee machine contribute to energy, water and operational efficiency?

Jochen Schmitz: To be honest, if sustainability is complicated from an operational point of view, it won’t catch on.

That is why we always examine day-to-day processes: how much is wasted? How much effort is involved? Portioned coffee systems help to tackle precisely this issue: only the amount that is actually consumed is used, and there is no wastage from open containers of coffee. Furthermore, the quality remains consistent, regardless of the individual expertise of the staff.

In the context of GreenSign, this is an important point:
Sustainability is often achieved not through additional measures, but through more precise systems and reduced inefficiency.

What role does coffee play in waste and circular economy management?

Jochen Schmitz: That’s a very valid question – particularly in light of the GreenSign criteria on waste and the circular economy.

First of all, you need to understand the material:
Aluminium is what is known as a ‘permanent material’, which can be recycled without any significant loss of quality. That is why we rely on it. It keeps the coffee fresh for a long time, extends the product’s shelf life and is highly recyclable.

However, it is important to take an honest look at the system as a whole:
The global recycling rate currently stands at around 30–32 %, whilst over 90 % of consumers already have access to recycling facilities.

This shows very clearly that infrastructure alone is not enough; it is how it is used that is the key factor.

In practical terms, this means the following for hotels:

Take-back solutions must be integrated into processes
Waste collection systems, such as the introduction of the yellow bin, simply have to work
Staff must be involved
Coffee can then be transformed from a waste problem into a functioning circular system within the business.

To what extent do guests today expect to see evidence of sustainability in hotels?

Jochen Schmitz: Guests’ expectations are now very clear: according to Booking.com, 83 % of travellers say that sustainable travel is important to them.

At the same time, however, we’re also seeing a certain degree of ‘fatigue’ – guests want sustainability, but without having to make sacrifices. And that is precisely why coffee plays such a major role: it’s a daily fixture, emotionally resonant and easy to explain. When a guest understands where the coffee comes from or what happens to it after use, sustainability suddenly becomes tangible.

In the context of GreenSign, this means:
Sustainability must not only be put into practice – it must also be communicated in a way that is easy to understand.

Coffee is one of the most striking examples of this in the whole hotel.

What responsibility does the industry have towards the environment and coffee farmers?

Jochen Schmitz: In my view, that is the most important and long-term question.

The reality is that coffee is one of the agricultural products most severely affected by climate change. That is why targeted investment in resilience is needed, ideally across sectors. This includes, for example, working directly with farmers in the countries of origin, establishing agroforestry systems, and various social models such as a pension fund or crop failure insurance.

The aim is not just sustainable coffee cultivation, but economic, financial and social resilience. Sustainability does not begin at the hotel – it often starts at the source and can be experienced throughout the value chain.

Nespresso is B Corp certified – what does that actually mean, and what added value does it offer?

Jochen Schmitz: That’s a very good question, because the term is often used, but it’s not always clear what it actually means.

B Corp certification is an international accolade awarded to companies that meet strict standards in five areas:

• Environment
• social responsibility
• Staff
• Customers
• Corporate Governance

It is based on a comprehensive external audit and must be renewed at regular intervals.

This is important to us because it ensures two things:

1. Holistic approach
Sustainability is not viewed in isolation, but as an integral part of the overall business model.

2. Continuous improvement
Certification is not the end of the story – we must continue to develop on a regular basis in order to maintain it.

Or, to put it another way:
As a global company, B Corp helps us not only to become more sustainable, but also to be a better-run organisation overall.