FOR IMMEDIATE RELEASE
THE ECONOMIST HIGHLIGHTS THE IMPACT OF FOOD WASTE ON THE ENVIRONMENT AS PART OF ITS #feedingthefuture CAMPAIGN
Economist Branded Coffee Carts Around New York City to Offer Passersby a Free Cup of Coffee and the Option to Turn Used Grounds Into Compost
New York, NY - April 6, 2017 - The Economist, a leading source of analysis on international business and world affairs, today announced that it will host a series of events around New York City to highlight the impact of food waste on the environment as part of its #feedingtheuture campaign.
Beginning on April 7 The Economist will have its branded coffee cart at select 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, entitled “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 #feedingthefuture 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 #feedingtheuture campaign 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 juice made from so-called ugly fruit that was perfectly edible but would normally be discarded before it even arrives to market, and waffles topped with edible insects.
Consumers who participate in the program will have the opportunity to subscribe to The Economist at an introductory rate of 12 week 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 Friday, April 7th at the World Trade Center/City Hall area, and will make its way around the city during the month of April and into early May. 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.
Friday 4/7/2017 7am 41st & 3rd Avenue
Saturday 4/8/2017 8am Abingdon Square Greenmarket
Monday 4/10/2017 7am E 55th & 5th Ave (Grand Army Plaza)
Tuesday 4/11/2017 7am Wall & Pearl Street
Wednesday 4/12/2017 8am Dag Hammarskjold Plaza Greenmarket
Thursday 4/13/2017 7am 23rd & Madison (Madison Sq. Park)
Tuesday 4/18/2017 7am Union Square (Earth Day)
Wednesday 4/19/2017 8am Tribeca Greenmarket
Thursday 4/20/2017 7am Lafayette & Spring Street
Friday 4/21/2017 7am Fulton Street (Train Station-William St.)
Saturday 4/22/2017 8am Carroll Gardens
Monday 4/24/2017 7am Bowling Green Subway Station
Tuesday 4/25/2017 8am Astor Place
Wednesday 4/26/2017 9am Bond Collective (Dumbo)
Thursday 4/27/2017 7am Chambers Street Station (1,2,3)/Bogardus Garden
Friday 4/28/2017 7am Madison Square Park
Saturday 4/29/2017 9am Pop Up NYC Event (14th -23rd on 8th Ave)
Monday 5/1/2017 7am Verdi Square (72nd Street Subway)
Tuesday 5/2/2017 7am 48th & 3rd Avenue
Wednesday 5/3/2017 7am Staten Island Ferry Station @ Pearl Street & State
Thursday 5/4/2017 7am W66th & Broadway Greenmarket
Friday 5/5/2017 7am Washington Square Park
Saturday 5/6/2017 9am High Line & Whitney Museum
Monday 5/8/2017 7am 43rd & Madison Ave
Tuesday 5/9/2017 7am 5th Avenue & 39th (Lord & Taylor)
Wednesday 5/10/2017 7am Union Square Greenmarket
Thursday 5/11/2017 7am E 43rd & 3rd Avenue
The Economist collaborated with its agency partner Sense NYC (a brand experience agency specialising in real world thinking) to develop the #feedingthefuture campaign framework and execute these provocative engagement programs designed to help grow brand awareness and audience. Sense has been The Economist’s agency of record for experiential marketing in the UK since 2015 and won The Economist’s North American business in late 2016.
About The Economist (www.economist.com)
With a growing global circulation and a reputation for insightful analysis and perspective on every aspect of world events, The Economist is one of the most widely recognised and well-read current affairs publications. The paper covers politics, business, science and technology, and books and arts, concluding each week with the obituary. In addition to the web-only content such as blogs, debates and audio/video programmes available on the website, The Economist is available to download for reading on Android, Blackberry PlayBook, iPhone or iPad devices. The Economist Espresso, our daily briefing smartphone app, is also available for download via iTunes App Store or Google Play.
# # #
CONTACT: Lauren Hackett/The Economist (US), firstname.lastname@example.org/+1 212 554 0639