Hamblin, writing in The Atlantic, argues that the level of conscientiousness required to disassemble the cups is somewhat of a paradox to expect from people using a push-button brewing process. In its 2014 Sustainability Report, released in February 2015, Keurig Green Mountain re-affirmed that a priority for the company is ensuring that 100% of K-Cup pods are recyclable by 2020. In August 2014, the Canadian chain OfficeMax Grand & Toy partnered with the New Jersey company TerraCycle to launch a K-Cup recycling program for businesses in Canada, using a recycling box purchased by the businesses and shipped to TerraCycle for recycling when full. In February 2015, TerraCycle launched a similar program for residential use in the U.S.: consumers purchase a Zero Waste Box which can hold 600 capsules, and when full the box, which has a pre-paid UPS label, is shipped to TerraCycle for recycling. In 2015, Egg Production created a Cloverfield-like short video on YouTube entitled "Kill The K Cup" to promote awareness of the waste impact of K Cup, starting the hashtag #KillTheKCup, and reporting that there were enough K pods sold in 2014 to circle the earth 10.5 times. Legal and media issues In early 2014, following the announcement of its Keurig 2.0 machines engineered to lock out unlicensed pods, seven competitors and a number of purchasers filed lawsuits in Canada and in various United States federal courts. The complaints contain numerous allegations of anti-competitive actions designed to drive competitors out of Keurig's market. To handle the U.S. anti-competitive lawsuits, in June 2014 the United States Judicial Panel on Multidistrict Litigation consolidated the litigation into one docket in the Southern District of New York, where Judge Vernon S. Broderick heard the consolidated case. The case had 46 plaintiffs, consisting of indirect purchasers, direct purchasers, and two competitors. Common allegations of the multidistrict litigation include claims that Keurig improperly acquired competitors, entered into exclusionary agreements with suppliers and distributors to prevent competitors from entering the market, engaged in unwarranted patent-infringement litigation, and unfairly introduced a product redesign that locks out non–Keurig branded cups. The introduction of the Keurig 2.0 brewer also sparked a number of hacks and workarounds by competitors and consumers in 2014. Rogers Family Coffee, one of the plaintiffs in the anti-trust lawsuits, created a "Freedom Clip" allowing unauthorized pods to work in the brewer. Another plaintiff, TreeHouse Foods, claimed to be able to produce its