The coffee scene in Singapore is vibrant, rich, and ever-evolving. From our local Kopitiam, to hipster artisanal cafés, to popular coffee chains from all over the world, we can definitely be sure that coffee is an important staple for Singaporeans. Currently valued at over US$205 million (SG$270 million), the coffee industry in Singapore is expected to increase in value over the next few years.

And as Fourth Wave coffee arrives at our shores, from coffee capsules to ready-to-drink cold brews, the sector is showing no signs of slowing down. While coffee shops have defined second- and third-wave coffee, the fourth wave is shaped by the Gen Z consumers’ unique coffee preferences.

Coffee at home is back in the spotlight, and this new generation of consumers is gearing up on home brewing equipment. With post-pandemic hybrid work and better equipment at hand, consumers are empowered to be their own coffee baristas and craft quality coffee beverages at home.

These trends will further distance Gen Z’s consumers from the traditional Kopi culture as Kopitiam products are not commonly available in the fourth wave of speciality coffee offerings and the respective home brewing equipment.

Bringing the Kopitiam to consumers

I wasn’t overly thrilled about it. Although I was born and bred in Germany, I have lived in Singapore for the past ten years, and have fallen in love with the Kopi culture here, with its lively Kopitiams. Being married to a Singaporean and raising two children in Singapore, Kopi is part of getting through a busy day and is an essential choice for me.

Being a fan of the Kopi culture here, I observed that the Singaporean Kopi culture appeared to have been virtually forgotten in office areas, hotels, and even supermarkets, where it has been supplanted by coffee options from huge international companies.

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But if Singaporeans loved their Kopi, why was that the case? After speaking to friends and family, it came down to two factors: availability and convenience. In both factors, the existing coffee capsule brands were very well positioned. Kopitiams, however, were left behind.

As such, I thought about it and decided to bring the quintessential Kopitiam experience to Singaporeans instead. The idea of Kopi capsules came to me, as capsules are convenient, allowing anyone to enjoy coffee anytime in the comforts of their homes and offices. After two years of sourcing for the right robusta blend and flavours, NO HARM DONE’s classic Kopi-O capsules were born.

At the same time, I noticed that while convenient, conventional coffee capsules were a huge problem for the environment. Though partially recyclable, they produce a significant amount of waste because most people find it simpler to throw them away than to clean and recycle them. An estimated 29,000 capsules out of the 39,000 produced every minute ends up in landfills, where they pollute and take up to 500 years to break down.

And although the marketing machine of coffee capsule industry leaders is running hot, emphasising their recycling programmes and good intentions comes with a catch – consumers must empty the remaining coffee grounds from the capsule first and then return the used capsules. This process simply puts too much hassle and burden on customers. Coffee companies simply place the responsibility for their own environmental disaster on the consumers’ shoulders.

Even if the capsules are returned, this process is still tedious and water- and energy-intensive. Almost all capsules are not pure aluminium as well – they are lined with silicone, so even recycling them requires a bespoke recycling process.

Also Read: Managing the millennial workforce over coffee and culture

In summary, coffee companies rightfully claim that their products are recyclable, but the reality of it is insufficient, and marketing motivated.

Leading the shift in consumer mindsets for sustainable packaging

The idea for NO HARM DONE products is to provide convenient and sustainable product alternatives and take responsibility back from the consumer to the coffee company. We ensure that our products are all plastic and aluminium free. The coffee capsules are made of plant-based vegetal oils and cellulose and are 100 per cent compostable and biodegradable.

In other words, safe to be disposed of in the bin. All paper packaging used is recycled or FSC-certified. To ensure a smaller carbon footprint, our coffee beans are sourced from Asia, and so are our roasters and suppliers.

Asia, and in particular Southeast Asia, is not prepared to deal with the amount of capsule waste from unsustainable products imported from international conglomerates. Waste goes to landfills and often ends up in the ocean. Consumer habits are hard to change, we all know that. Planet Earth and our climate may simply not have enough time left to wait for everyone to change.

Therefore, we see sustainable product alternatives as a solution. Instead of waiting for expensive recycling capabilities to be built up, consumers can opt for other product choices, in our case, capsule choices that can do without all the plastic and aluminium. They have the power to shortcut the cycle with their purchases.

At the same time, NO HARM DONE is aiming to lead the shift in consumer mindsets towards environmental awareness while providing that Kopitiam experience by making our uniquely-Asian way of drinking coffee available to homes and workplaces.

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Image credit: NO FARM DONE

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