Way back when, early last year, we thought for sure this company was going to respond seriously to the challenge posed by the fun-yet-serious viral campaign highlighting its environmental atrocities. Many people we know and love use these machines or machines like them. These friends are generally serious devotees of the capsule machines due to their convenience. […]
While it’s easy to elevate the K-cup into this symbol of everything people like me like to hate, the Keurig is merely a symptom of a much bigger, deeper problem: the glorification of convenience at the expense of literally everything else.
The consolidation of local specialty stores into huge, “big box” multinationals.
The growing hostility towards use of the general internet browser, to be replaced with tightly controlled and corporate app environments.
The mass apathy and acceptance of corporate surveillance for the sake of being sold “better” products, or government surveillance for the sake of leading “safer” lives.
The advent and wide adoption of the disposable utensil that doesn’t need washing, to coincide with the mass movement away from reusable food packaging. Or hell, food that doesn’t even need you to prepare it.
Fertilizing the hell out of depleted land (with fertilizer made from fossil fuels) instead of nursing what little topsoil we have left, because restorative farming isn’t compatible with monocropping enterprises. Monocropping enterprises that allow meat industry CAFOs to function, by the way, and whose ethanol allows us to continue to squeeze just that much more energy from our every gallon of gasoline…
Keurig is an easy scapegoat, but making the K-cup recyclable or even compostable is still far from a sufficient solution.