Brioni’s ‘The Green Cup’ coffee pods launch at Whole Foods Market stores in Boston, Providence

The single serve coffee market is booming with the popularity of the single cup brewing machines and their single-use plastic coffee pods. It is estimated that in 2012, more than 5 million households have the machines.

With the success of these plastic coffee pods comes a high price to the environment. They are single use plastic containers that are not recyclable. In 2012, billions of these used containers will end up in landfills, a fact that doesn’t sit well with many consumers.

New England’s own Brioni’s Coffee Company, based in Glastonbury, Connecticut, has a solution: The Green Cup, a reusable and recyclable coffee system that uses compostable coffee pods and The Green Cup adapter for use in Keurig® style coffee machines.

Whole Foods Market, which first launched The Green Cup at stores in Connecticut, is now expanding into other New England markets.

“Caring for our environment is a core value for Whole Foods Market,” said Drew McLachlan, Local Forager at the West Hartford, Connecticut store. “Compostable coffee pods are a smart environmental choice for our customers, while The Green Cup adapter is reusable for hundreds of cups of coffee and is then recyclable.”

Whole Foods Market is now selling The Green Cup product at stores in the Boston area and Providence.  

“Whole Foods Market evaluated our option for a single serve coffee program, and we feel very honored to be selected as their choice,” said Ted Fisher of Brioni’s Coffee Company.

Fisher, a graduate of Bentley University, is familiar with the Boston area.

“Consumers in Boston love a great cup of coffee and The Green Cup makes a great holiday gift item for that coffee drinker who has a Keurig® machine,” he said.

“Coffee pods are not a new concept as they have been around for years, but we are seeing new life to the category due to The Green Cup adapter for the Keurig®,” said Brian Whitney, president of Brioni’s Coffee Company.

For consumers who do not have a Keurig® machine, coffee pod brewing machines are also available from several manufacturers, including Bunn Corporation.

Whole Foods Market will initially sell five varieties of Brioni’s Green Cup pods, including: Brioni’s Blend, Sole’ Breakfast Blend, an all-natural Hazelnut, Firenze Bold, and Brioni’s Decaf.

For more information on Brioni’s Coffee Company, visit www.brionis.com.