Hey CEOs, why are you Hiding?


Alyson Gessner

Excuse me. What?

June 20, 2021

When I started writing a review on Chameleon Cold Brew, I felt hopeful that I might have finally chosen a product that I could actually recommend for its sustainability. It was packaged in glass bottles (as opposed to the plastic ones beside it on the grocery store shelves), had an emblem on the bottle that said it was a sustainable product, and all-in-all gave off the impression it was a relatively small business. Even when I went to their website, there was no indication that Chameleon wasn’t owned by two Texans who just wanted to make a tasty, sustainable coffee.

But then I clicked on the “Careers” tab at the bottom of their website, and suddenly I was taken to Nestlé‘s job board. At first I was confused. Nestlé couldn’t possibly own Chameleon; nowhere did they disclose that information, and Nestlé is a notoriously exploitative corporation. But after the shock subsided, I felt more betrayed than anything else. I’d been buying Chameleon’s products for weeks thinking I was supporting a sustainable company. Instead, I fell for Nestlé’s greenwashing.

What frustrates me most with this situation is that Nestlé was clearly aware that they needed to hide their association with the brand, otherwise their logo would be more prominent on the packaging and website. If a corporation realizes that their own name is going to harm their business, the solution should be to reevaluate their own actions and address the issue, not to deceive their customers.

So, @Ulf Mark Schneider, why did you choose to hide Nestlé‘s involvement with this brand? If you knew that your corporation was antithetical to the market you were trying to appeal to, did you really think that hiding from your consumers would suffice? It’s time to let you and your corporations’s actions match the “sustainability” you pretend to support. 

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