Chapter 7
Coffee—Natural Capital: Case Study
As discussed in chapter 4, when we employ natural capital—defined as the various natural resources we utilize in the production and distribution process—our focus is on inputs rather than outputs for our new business model experiments. Why? Because we contend that paying attention to the variables that we can directly affect allows us to make measurable improvements quickly by being more resource efficient—which has the dual benefit of making the best use of planetary resources while also delivering bottom line savings. One illustrative example of the way marginal gains can be identified systematically can be found in the pilot study of the inputs required to deliver a single cup of coffee from the ...
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