NESPRESSO TAKES RECYCLING UP A GEAR WITH BICYCLE MADE FROM CAPSULES
Dubai, UAE | March 2020–More than ever before,consumers arelooking 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 Swedishlifestyle bike brand Vélosophy to produce a stylish bicycle made from recycledaluminiumcoffee capsules. The result is RE:CYCLE – a perfect balance of sustainability and style, designed to illustrate the potential of recyclable aluminium andmotivate Nespresso fans to recycle their capsules.
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’saluminium 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 theiraluminiumNespresso 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 Vélosophysaid: “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 Nespressoa 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 editionVélosophyRE: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’spopular Arpeggio coffee. RE:CYCLE will delight Nespresso fans with its capsule-shaped bell and cup-holder basketgiving them the chance to enjoy their favouritedrink on the go.
1000 RE:CYCLE bikes will be available from 12 Augustexclusively from Vélosophy’s ecommerce platform velosophy.cc, priced at AED 5,800 plus shipping.
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 everyRE:CYCLEbike created by Vélosophy in partnership with Nespresso, another bike will be donated to a girl through World Bicycle Relief.
Nespressoaluminium capsules are fully recyclable – including the coffee grounds. Nespressoopened 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.
About Nestlé Nespresso SA
Nestlé Nespresso SA is the pioneer and reference for highest-quality portioned coffee. The company works with more than 110,000 farmers in 15 countries through its AAA Sustainable Quality™ Program to embed sustainability practices on farms and the surrounding landscapes. Launched in 2003 in collaboration with the NGO Rainforest Alliance, the program helps to improve the yield and quality of harvests, ensuring a sustainable supply of high-quality coffee and improving livelihoods of farmers and their communities.
Headquartered in Lausanne, Switzerland, Nespresso operates in 82 countries and has over 13’900 employees. In 2020, it operated a global retail network of 816 boutiques. For more information, visit the Nespresso corporate website: www.nestle-nespresso.com.
Vélosophy is a Swedish bicycle and lifestyle brand. Founded in Stockholm in 2015, it is the only bicycle brand in the world with a one for one promise – supporting young schoolgirls in Ghana by donating a bicycle for every Vélosophy sold.
We aim to be the first choice for any urban cyclist looking for aesthetic and well-designed bicycles and accessories. As part of that ambition we produce all of our bicycles using recycled aluminium, one of the world’s most sustainable and high-performing materials. We collaborate with some of the best and most innovative lifestyle brands to design and develop smart, good looking and meaningful products. Products with social impact that support a healthy lifestyle and are manufactured with future generations in mind.