The Economist Stresses the Impact of Food Waste on the Environment as Part of its Grounds for Change Program

The Economist, a leading source of analysis on international business and world affairs, today announced that it will host a series of subscription events around New York City to highlight the impact of food waste on the environment as part of its experiential marketing campaign.

Beginning on March 18 The Economist will have its branded coffee cart at various locations throughout New York City to offer passersby a free cup of coffee and to highlight innovative uses for the used coffee grounds. The program, “Grounds for Change,” is based on a report from The Economist entitled “Oil in Your Coffee” which highlights little known uses for used coffee grounds including creating biodiesel fuel. The report notes that annually, world coffee demand consumes more than 7m tonnes of coffee, which could produce some 340m gallons of biodiesel. The report also notes that 1 litre of biodiesel requires 5-7 kg of coffee grounds, depending on the oil content of the coffee used.

Those stopping for a cup of coffee may choose one of two post-consumer uses of their grounds. Option one: the grounds are transported to a compost site and transformed into a fertile soil amendment for use on local urban farming and gardening projects. Option two: upcycle the coffee grounds with a Brooklyn-based company utilizing post-brewed coffee grounds to create soaps, scrubs and candles.

“The campaign brings The Economist’s mind-stretching journalism to life and challenges potential readers to consider new ideas and solutions to reflect on more environmentally sustainable approaches towards food production and consumption,” said Marina Haydn, senior vice president Circulation and Retail Marketing.

The experiential marketing strategy is a part of The Economist’s live content marketing program that aims to attract new readers to The Economist through creative and provocative real-world experiences. Most recently, The Economist introduced consumers to its “Waste Not. Want Not” program. The program offered pedestrians smoothies made from produce otherwise destined for the trash – illustrating that ugly, wonky or bruised fruit and vegetables rejected by supermarkets can still be eaten and taste great.

Consumers who participate in the “Grounds for Change” program will have the opportunity to subscribe to The Economist at an introductory rate of 12 weeks for $12 and as a special gift can opt to have The Economist plant a tree on their behalf.

The “Grounds for Change” program kicks off on Sunday, March 18th at Bergen and Smith Streets in the Boerum Hill section of Brooklyn, and will wend its way around the city during the months of March and April. Below is the schedule of activities for the next several weeks.  Locations are subject to change and more dates will be announced as they become available.

Date Date Time  Location
Sunday 03/18/2018 10:00 AM Bergen & Smith
Monday 03/19/2018 9:00 AM 25th & Broadway
Tuesday 03/20/2018 8:00 AM 33rd & Park Avenue
Wednesday 03/21/2018 9:00 AM Union Square Greenmarket
Thursday 03/22/2018 8:00 AM Columbia University Greenmarket
Friday 03/23/2018 10:00 AM Affordable Art Fair @ Metropolitan Pavilion
Sunday 03/25/2018 10:00 AM 7th Avenue & 9th Street in Brooklyn
Monday 03/26/2018 8:00 AM Bryant Park on 6th Ave and West 41st
Tuesday 03/27/2018 9:00 AM Home Depot @ 23rd between 5th & 6th
Wednesday 03/28/2018 8:00 AM Dag Hammarskjold Plaza Greenmarket
Thursday 03/29/2018 9:00 AM Astor Place – 3rd & 8th Street
Saturday 03/31/2018 10:00 AM Brooklyn Botanic Gardens
Monday 04/02/2018 8:00 AM Grand Central – 41st & Lexington
Tuesday 04/03/2018 9:00 AM 23rd & Lexington
Wednesday 04/04/2018 9:00 AM TriBeCa Greenmarket
Thursday 04/05/2018 9:00 AM 18th & 6th Avenue
Saturday 04/07/2018 10:00 AM Fort Greene Greenmarket
Sunday 04/08/2018 10:00 AM Court Street & Butler
Monday 04/09/2018 8:30 AM Wall & Pearl
Tuesday 04/10/2018 9:00 AM New York University: 95 University Place
Wednesday 04/11/2018 9:00 AM 22nd & 5th Avenue
Thursday 04/12/2018 9:00 AM Columbia University Greenmarket
Saturday 04/14/2018 10:00 AM Whole Foods 365 @ Flatbush & 4th
Sunday 04/15/2018 10:00 AM Montague Street & Clinton
Monday 04/16/2018 9:00 AM Union Square Greenmarket
Tuesday 04/17/2018 9:00 AM Hunter College: 68th & Lexington
Wednesday 04/18/2018 8:00 AM Dag Hammarskjold Plaza Greenmarket
Thursday 04/19/2018 9:00 AM 25th & Broadway
Saturday 04/21/2018 10:00 AM Brooklyn Borough Hall Greenmarket 
Sunday 04/22/2018 10:00 AM Earth Day @ Union Square
Monday 04/23/2018 9:00 AM 21st & Broadway




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