Keurig, with its contentious K-cups, has always been a bit of an environmental punching bag. It’s an easy argument to make, really. The single serve coffee dispensing cups are fast garbage. An article in this weekend’s edition of the Globe and Mail reignited the debate. I jumped in on a few when¬†friends shared the article on Facebook.

What I’ve noticed is the most committed critics of Keurig seem to be working with incomplete information — information they would have if they owned or had access to a Keurig machine; information that would assure them the problem is cultural, not product.

I purchased a Keurig for my office a little over a year ago and was pleased to see it comes with a reusable, single-sized filter. Yes. You can purchase your own coffee grounds (or grind your own beans if that’s your style), place them in the filter, brew a cup of coffee, rinse out the filter, and use it again. No waste.

The upshot is this… when a large contingent of people sees only part of your story, and publicly judge you by it, you have a communication problem.

A variety of opinions captured in Keurig threads on FB.

A variety of opinions captured in Keurig threads on FB.

For the record, at home we use a stovetop espresso maker.