During the Horecava, the largest hospitality trade fair in the Netherlands, we kicked off our unique, joint mission with Jacobs Douwe Egberts (JDE). A world without (coffee) waste.

JDE is prominently present at this year's Horecava to inspire and meet people. They offer a unique and valuable program for relations. One day will be completely dedicated to sustainability & circularity; an important theme in which JDE will make great strides.

Fifty important relations were inspired during the program and taken through the innovative, circular plans. On the boat, Martijn Vinke of TRIBOO took the guests through the important task ahead.

'Future generations will have difficult questions for us. How is it that you guys knew what was going on, and yet did nothing? Unless we act now and show personal circular leadership. This is the time to get moving. There is no such thing as worthless waste. That's a mindfuck we've grown up with for generations. A traditional life cycle full of waste: mining, producing, using and throwing away again.

We need to break this fable and wake up. Everything has value. Raw materials have infinitely more possibilities and a much longer life than we currently think. Together we realize the maximum raw material potential by learning and doing.

JDE and TRIBOO have teamed up to do exactly this in 2019. What if coffee grounds were not waste, but a versatile building material for circular materials and products?

Keep following us to learn more about this or contact @Martijn Vinke or @Marc van der Heijden.

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