An at-scale solution for recycling paper cups
Realising the commercial value of paper cups
Delivering systemic change through partnership
An at-scale solution to a collective challenge.
Paper cup recycling challenge
Disposable paper cups are part of daily life across the world, enabling a convenient way to enjoy our refreshing drinks wherever we are and while being “on-the-go”. Being made of up to 95% from virgin fiber coming from sustainably managed forests, they are easily-recyclable, but in practice the overwhelming majority of used cups are discarded in general waste meaning future recycling opportunities are restricted and uncertain.
Our solution: The Cup Collective
The Cup Collective addresses this challenge by accelerating paper cup recycling across Europe at an industrial scale. Our goal is to recycle half a billion cups into new paper and board products by the end of 2024, while making it easier for consumers and businesses to contribute. The first Cup Collective bins are now installed in initial Partner locations around Brussels, and this bin network will expand out to meet demand as The Cup Collective grows.
City 2 Shopping Centre
European Vending & Coffee Service Association
National Railway Company of Belgium