Watchdog Organization Reports Keurig To Regulators For Deceptively Marketing K-Cups As Recyclable – CoffeeTalk

The widespread usage of single-serve coffee pods, particularly Keurig Dr Pepper’s K-Cups, has raised significant environmental concerns as many of these pods typically end up in landfills. Recently, Keurig’s claims regarding the recyclability of their K-Cups have come under scrutiny. The organization Truthinadvertising.org (TINA.org) accused Keurig of misleading marketing practices, asserting that the pods are advertised as “recyclable” in violation of state and federal laws. This accusation prompted TINA.org to file complaints with the Federal Trade Commission (FTC) and various state regulators, seeking enforcement action.

Keurig announced in late 2020 that it had met its sustainability goal by transitioning from #7 to #5 plastic and branded its K-Cups as recyclable. However, despite this labeling effort, which prominently features the word “recyclable” and the “chasing arrows” symbol, TINA.org found that the fine print — advising consumers to check local recycling guidelines — was inadequate. To investigate the actual recyclability of these pods, TINA.org engaged an environmental consulting firm. The firm identified numerous obstacles that hinder the recycling of K-Cups, such as their small size, irregular shape, mixed composite materials, and contamination from coffee grounds, which collectively make sorting and processing the pods expensive and unfeasible for most recycling facilities. This aligns with the recommendations from many U.S. recycling centers advising consumers to discard coffee pods in trash bins instead of recycling.

The marketing claims made by Keurig also conflict with the FTC’s Green Guides, which stipulate that products must only be marketed as recyclable if they can be processed through existing recycling programs. TINA.org’s Executive Director, Bonnie Patten, emphasized that the term ‘recyclable’ misleads consumers aiming to lessen their ecological footprint and simultaneously undermines fair competition among honest businesses. Furthermore, despite previous actions by the SEC and a $10 million class-action settlement addressing its recyclability claims, Keurig persists in promoting its K-Cups as recyclable. In a similar vein, TINA.org recently lodged a complaint against Colgate/Tom’s of Maine for falsely advertising its toothpaste tubes as recyclable and is actively monitoring over 150 class-action lawsuits alleging deceptive greenwashing practices, many of which contest misleading recyclable claims.

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