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Coffee pods haven’t exactly been the greatest thing for the environment. It would seem everyone prioritizes their morning buzz over environmentally sustainable products. Everyone except Nils Leonard. Leonard, previously chief creative officer of renowned advertising firm Grey London, recently launched Halo, the first completely compostable coffee pod company. Along with Richard Hardwick, a judge for the U.K. Barista Championship, and Andrew Richardson, former Nespresso director, Leonard wants to make Halo an example to prove you can have an environmentally sustainable company without sacrificing product quality. To illustrate the environmental impact of coffee pods, Halo built a digital landfill and produced a short video showcasing the 13,500 coffee pods dumped in landfills every minute. But their main marketing strategy isn’t about guilt. It’s also about the coffee. Halo is currently the only coffee pod company to offer the Kopi Luwak Diamond bean, the rarest coffee on the planet. Clearly, Halo won’t be asking customers to give up a good cup of morning coffee. If anything, they’ll make it better.

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