The India-based artisanal coffee brand Craft Coffee has collaborated with the Kolkata-based skincare brand AULI Skincare to introduce a sustainable coffee-based skincare line
Theinitiative Go For Grounds, is an effort to encourage greater recycling and reduce waste Based on a waste reuse model, the campaign will extract nutrients from leftover coffee grounds after brewing and repurpose them for skincare, manure production, cultivation and other uses.
The range of skincare products includes Espresso Yourself – Body Scrub, Latte Love, Coffee Care, Detox with Coffee, Coffee Glow, Ground Zero Soap, Coffee Goat Milk Soap, Exfoliation and Masks, Soak in It – Bath Salts, Bath Bombs, Coffee Cocoa Massage Bar.
“With global warming and repeated heat waves, now’s the time to be aware of all our habits in daily life and make them sustainable. As one of India’s most loved coffee brands, Craft Coffee is proud to embark on this journey to reuse and recycle coffee grounds – completing a holistic sustainable cycle from bean to brew,” says Dipraj Das, Co- Founder, Craft Coffee.
The team behind Craft Coffee has started Go For Grounds at its experience centre in Kolkata and upcoming pan-India projects, keeping up with the brand’s ethos of maintaining 360-degree integrity in building the coffee culture down to the last bean.
“With the rising coffee culture we realized the quantum of coffee ground decomposing and releasing methane and thereby contributing to global warming. At Craft we religiously follow the ethos of maintaining 360 degree integrity and coffee and hence the campaign #goforgrounds started. The campaign is buil on the pillars of coffee grounds recycling program or creating unique ways to reuse coffee. As coffee roasters working on coffee sustainability is another dream craft coffee chases” said Abhinav Kumar, Co-Founder, Craft Coffee
A true coffee connoisseur knows their coffee to the bean, to the brew. Inspired by the brand’s passion for its carefully crafted brews, it has decided to launch this comprehensive campaign to show its value consciousness about coffee grounds.
From sourcing your coffee from single-origin estates to supporting our baristas and treating their coffee craft right, the brand truly cares, and has taken another step forward for the environment.
With further campaigns, Team Craft will continue its journey towards a sustainable coffee lifestyle.