Coffee aficionados and those involved in the business are well aware that single serve K-Cups, and the Keurig® machine, have made a huge impact on the coffee market.

K-Cups are the fastest growing segment of the coffee market — reportedly now in 6 million households — but Whole Foods has refused to sell the single serve products because they don't meet the company's environmental standards. Last year, West Hartford residents Ted Fisher and Brian Whitney launched Brioni's Healthy Morning Blend, a fiber-infused high-end coffee that is already in more than 700 stores. The coffee was recognized as an "Editor's Pick" for best new product launch by Progressive Grocer.

However, the business owners realized that for continued success, the Glastonbury-based Brioni's needed to offer a K-Cup version of the coffee. But they hated the impact that most K-Cups were having on the environment. "We calculated that discarded K-Cups would fill at least five Empire State Buildings per year. They would more than fill the entire University of Michigan stadium — the biggest football stadium. They're hugely impactful on the environment," Fisher said.

"I thought, there's got to be a better mousetrap," said Fisher, who possesses a unique combination of engineering talent and marketing aptitude. Now, the pair has developed the Green Cup, a product that not only meets Whole Foods' high standards, but also qualifies as eco-friendly under the Federal Trade Commission's brand new standards outlined in the "Green Guides" just released on Oct. 1.

Nationally, Whole Foods chose the Green Cup from among numerous other submitted products as the "single serve product of choice," Fisher said.

The Green Cup coffee pod adapter, which is BPA-free, can be used for at least 2,000 cups of coffee after which it will begin to lose its shape. It's then completely recyclable. The coffee pods made by Brioni's for use in the adapter are compostable and completely biodegradable. In addition, Green Cups are manufactured in Connecticut, keeping jobs in the state.

"It's innovation in a hyper-competitive market," said Whitney. It sounds like a win-win for all. Brioni's and Whole Foods hope that customers will soon agree that "Tear it. Roll it. Load it. Brew it," will be the method of choice for single serve coffee consumers.