In addition to pretentious pleas in favour of coffee authenticity, this piece catalogs some ethical objections — mostly by now familiar — to the wildly popular Keurig coffee brewing system. >>>
Keurig coffee is supposedly convenient, and it’s supposedly delicious. So the company makes hundreds of millions a dollar a year by sticking subpar, microground coffee into proprietary K-Cups.
But when you really study the product, it’s deceptively expensive, environmentally wasteful, and worst of all, its design eliminates some of the best experiences of buying, brewing, and drinking coffee. Even the K-Cup’s inventor agrees on these points (and doesn’t use a Keurig machine himself)….