Jimmy’s Iced Coffee Leads the Charge Towards Sustainable Packaging with ‘Zero Tree’ Initiative

Jimmy’s Iced Coffee has successfully concluded trials of RAW Packaging’s innovative ‘zero tree’ concept, aimed at combatting deforestation and reducing carbon emissions. Now, the company is set to roll out the new cartons across its e-commerce product line.

Zero tree packaging utilises agricultural by-products such as wheat and sugar cane bagasse, diverting them from waste streams and mitigating the need for wood-based materials. According to RAW Packaging, this eco-friendly alternative not only matches the quality and strength of traditional packaging but also reduces carbon emissions significantly, by 28% compared to virgin paper and 7% compared to European paper.

Ben Nethersole, head of Operations at Jimmy’s, highlighted the importance of the transition, stating: “By switching to packaging made from crop waste, we are helping to change the mindset of where materials are sourced from, a critical step in conserving our planet’s vital ecosystems.”

This move aligns with Jimmy’s B Corp status and reflects its commitment to sustainable practices. Nethersole further emphasised the role of zero tree packaging in combating climate change and expanding their consumer base through eco-friendly initiatives.

The initiative follows the launch of RAW in 2022, which initially focused on reusing by-products from Indian sugar cane farms. Other similar projects, such as AIMPLAS’s efforts to convert plant waste into packaging using solvent-free techniques, underscore the industry’s commitment to environmental preservation and sustainable consumption.