An article in Sustainable Brands (http://www.sustainablebrands.com/news_and_views/chemistry_materials/jennifer_elks/closed-loop_upcycling_its_finest_starbucks_sourcing?utm_source=newsletter&utm_medium=innovation&utm_campaign=may14&mkt_tok=3RkMMJWWfF9wsRoku6XMZKXonjHpfsX56eotX6SwlMI%2F0ER3fOvrPUfGjI4DRcFqI%2BSLDwEYGJlv6SgFTrTBMbVxyLgOXxk%3D) titled “Closed Loop Recycling at its Best”, describes the fermentation of used coffee grounds to create a cattle feed, with the milk from the cattle being used at Starbucks stores in Japan. The concentration of Starbucks stores means that the collection of grounds to provide a steady supply from the 1,000 Starbucks stores in Japan was done as part of backhaul routes after trucks delivered products to stores. Given that the coffee grounds were already organic, should this “upcycled” use of the grounds, and consequent reduction of virgin feed be considered a more sustainable solution ? How should the consumer be educated about the benefits of such closed loop supply chains ? How should such solutions be incentivized by governments ?