Environmental Hypocrite of the Day… Green Mountain Coffee Roasters

Some grade A greenwash (or should I say grounds-wash) from American coffee giant Green Mountain Coffee Roasters, courtesy of a New York Times report:

First, the sanctimony:

Green Mountain Coffee Roasters has built a reputation as an eco-friendly company since it was founded nearly 30 years ago…It started composting used coffee grounds in 1983, helped develop an eco-friendly paper cup in 2006 and last year installed a huge solar array on the roof of its distribution center. The company’s motto, “Brewing a Better World,” reflects its belief that it has a responsibility to help improve living conditions in regions that grow coffee beans.

Then, the hilarity:

But its recent growth has been fueled by a product that runs counter to its reputation. More than 80 percent of Green Mountain’s $803 million in sales last year came from nonrecyclable, nonbiodegradable, single-use coffee pods and their brewing systems. This year, the company expects to sell nearly three billion K-Cups, the plastic and tinfoil pods that are made to be thrown away — filter, grounds and all — after one use.