Every year, millions of cups of coffee are consumed at Kesko’s service stations, resulting in a significant accumulation of coffee grounds. To address this, in spring 2023, Kesko’s Pirkka brand introduced a new growing soil SKU made from recycled coffee grounds collected from the retailer’s outlets. Each five-litre bag of contains grounds from the equivalent of 70 cups of coffee sold. The judges said that this product was ‘innovative’ and promoted a ‘circular economy’, making it ‘very sustainable’.