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Can Coffee Capsule Be Environmentally Friendly?
Product awareness was minimal for coffee pods. Before getting into the consumer market, Keurig had already began installing commercial single cup K-cup brewers in the office coffee segment. People who had a Keurig in their office loved the high quality coffee and flavor options and naturally wanted one in their home. No commercial coffee pod brewer existed yet for the office environment and marketing in retail was minor. Keurig / Green Mountain had incredible marketing campaigns and was able to captured a huge section of the single cup coffee segment before most people knew what a coffee pod was. This combined with a slow development of reliable commercial coffee pod brewers placed the coffee pod out of sight, but not gone. People saw the value in the coffee pod and slowly as pod brewing equipment improved so did coffee options and people looking for them.
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