Nespresso Morocco announces the launch of its new local campaign “From Earth to Earth,” an initiative aimed at promoting the recycling of coffee grounds and encouraging a circular economy model. In collaboration with designer Myriam Mourabit, this campaign highlights the transformation of coffee grounds into natural fertilizer and underscores Nespresso’s commitment to a more sustainable future.
Through the “From Earth to Earth” initiative, Nespresso seeks to raise public awareness about the reuse of often-overlooked coffee grounds by transforming them into organic compost. In this effort, Moroccan designer Myriam Mourabit, influenced by rich Moroccan artisanal traditions and recognized for her unique style incorporating Amazigh, Arab, and Andalusian patterns, has designed a series of terracotta pots. Each of these pots contains compost made from recycled coffee grounds.
These pots, shaped in an aesthetic reminiscent of the Nespresso capsule, blend tradition and modernity. They represent a creative way to encourage consumers to actively engage in environmental preservation. “These pots symbolize a return to the earth, a conscious gesture that reminds us that every action, no matter how small, has an impact on our planet,” explains Myriam Mourabit.
This campaign is fully aligned with Nespresso’s ongoing efforts to reduce its ecological footprint. The “Nespresso AAA Sustainable Quality” program, launched in 2003, is at the heart of the brand’s sustainable strategy, ensuring responsible sourcing and sustainable agricultural practices.
Furthermore, Nespresso Morocco relies on local partnerships to strengthen its recycling initiatives. The company collaborates with Suez, an expert in waste management, to ensure the collection and recycling of used capsules in Morocco, while transforming aluminum into new products through a circular economy. Another key partnership is with Ecofertil, an innovative company specializing in transforming coffee grounds into organic fertilizer, thus contributing to nourishing soils and promoting sustainable agriculture. “Our collaboration with Ecofertil allows us to give new life to coffee grounds while supporting sustainable agriculture,” Nespresso states.
Nespresso invites its customers to actively participate in environmental preservation. By returning their used capsules to the store, consumers can receive terracotta pots filled with compost made from recycled coffee grounds. “With the ‘From Earth to Earth’ initiative, we prove that it is possible to transform waste into resources and actively contribute to a greener future,” concludes Myriam Mourabit.
The terracotta pots will be displayed in Nespresso boutiques in Casablanca and Marrakech, reminding consumers of the importance of recycling and the circular economy. These objects, both artistic and ecological, become strong symbols of Nespresso’s commitment to the environment and sustainability.
Nestlé Nespresso SA is the pioneer and reference in high-quality portioned coffee. The company works with over 110,000 farmers in 15 countries as part of its AAA Sustainable Quality™ program to integrate sustainability practices into farms and surrounding landscapes. Launched in 2003 in collaboration with the NGO Rainforest Alliance, this program improves yield and quality of crops, ensuring a sustainable supply of high-quality coffee and enhancing the livelihoods of farmers and their communities. Nespresso, headquartered in Lausanne, Switzerland, operates in 82 countries and employs over 13,900 people. In 2020, it operated a global network of retail points including 816 boutiques.
Since July 2021, Nespresso has consolidated and expanded its presence in Morocco, thanks to direct management of the brand’s activities in the Kingdom through Nestlé Morocco.
For more information, visit the company’s corporate website: www.nestle-nespresso.com The Morocco Website: www.ma.buynespresso.com