The Cup Collective is a commercial initiative that brings together an alliance of like-minded industry-leading organisations to meet the at-scale recycling challenge of single-use paper cups.
Founding and Managing Partners:
The Cup Collective adopts a systems-led approach to maximise paper cup recycling from the following environments:
At home
At work
In store
On-the-go
Through the following channels:
Pre-segregation
Collecting paper cups as a separate material stream from consumers
Post-segregation
Using technology to separating paper cups mechanically from a co-mingled packaging waste stream
Co-mingled
Incorporating paper cups within existing fibre-based collection streams
We are working together to benefit consumers and business by developing systems-thinking and circular economy solutions to address this challenge.
We are continually seeking:
Pulp, Paper & Board Manufacturers & Recyclers
Packaging Producers, Converters & Distributors
Brand Owners
Food & Beverage Retailers
Waste Management Providers
Our team
Peter Goodwin
European Programme Manager
Peter Goodwin
European Programme Manager
Peter is recognised as one of the leading exponents of promoting more circular solutions. With a passion for creating a second-life from waste materials, Peter has delivered many pioneering industry projects. Most notable is the Simply Cups scheme; the UK’s first cup collection and recycling scheme that has now gone international. His practical expertise in steering and co-ordinating collaborative projects in complex multi-stakeholder environments will play a key role in the roll-out and expansion of The Cup Collective across Europe.
Wayne Basham
Commercial Operations Manager
Wayne Basham
Commercial Operations Manager
Wayne brings more than two decade’s worth of operational and commercial experience in the food service packaging and waste management sectors. His unrivalled knowledge in implementing waste management projects means that all businesses participating in The Cup Collective will have all the tools and resources they need to efficiently collect, track and recycle paper cups. Wayne will also be responsible for providing detailed reports back to those businesses, providing both transparency and opportunities for great success stories.
Peter Wildenberg
Program Manager – Benelux
Peter Wildenberg
Program Manager – Benelux
Peter brings more than 30 years’ experience in both the Dutch and European paper recycling industry, as the Owner/ Director of Wildenberg Recycling and more recently following various acquisitions, as a location Manager for Veolia Paper Recycling Netherlands. Having also founded Wisselbekers in 2014 – one of the leading and most sustainable Dutch cup collection and recycling schemes, Peter has significant local expertise that will support the growth and development of The Cup Collective across the Benelux.
Associated Partners
News and events
Stay informed about what’s new, exciting and relevant for The Cup Collective. Whether it’s upcoming events, breaking news, or important milestones, you’ll find all the information you need right here.
