A unique European programme to recycle paper cups on an industrial scale.

The Cup Collective is a unique European programme to recycle paper cups on an industrial scale. Today there are insufficient processes and infrastructure in place to maximise value from paper cups and make recycling the everyday.

Every cup counts.

Founding partners Huhtamaki and Stora Enso, have launched The Cup Collective to accelerate at-scale solutions to recycle and regenerate paper cups. The programme is managed by co-cre8 who have over a decade’s experience in designing and implementing recycling programmes in Europe. The initiative is designed to maximise the value of paper cups by regenerating them into recycled raw materials.

The Founding Partners


Huhtamaki is a key global provider of sustainable packaging solutions for consumers around the world. Our innovative products protect on-the-go and on-the-shelf food and beverages,  as well as personal care products, ensuring hygiene and safety, driving accessibility and affordability, and helping prevent food waste. We embed sustainability in everything we do. We are committed to achieving carbon neutral production and designing all our products to be recyclable, compostable or reusable by 2030. Our blueloopTM sustainable packaging solutions are designed for circularity.

With 100 years of history and a strong Nordic heritage we operate in 37 countries and 113 operating locations around the world. Our values Care Dare Deliver guide our decisions and help our team of over 19,000 employees make a difference where it matters. Our 2021 net sales totaled EUR 3.6 billion and our parent company, Huhtamäki Oyj, is listed on Nasdaq Helsinki Ltd.



Part of the global bioeconomy, Stora Enso is a leading provider of renewable products in packaging, biomaterials, wooden construction and paper, and one of the largest private forest owners in the world. We believe that everything that is made from fossil-based materials today can be made from a tree tomorrow. Stora Enso has approximately 22,000 employees and our sales in 2021 were EUR 10.2 billion. Stora Enso shares are listed on Nasdaq Helsinki Oy (STEAV, STERV) and Nasdaq Stockholm AB (STE A, STE R). In addition, the shares are traded in the USA as ADRs (SEOAY).



co-cre8 was founded with a vision that our much-needed transition to a more circular economy can only be achieved through systemic thinking.

From our many years’ experience designing and implementing recycling programmes, including the world-leading Simply Cups cup recycling scheme, we now have a unique understanding of how to both maintain consumer engagement and increase material collected.


Key Personnel


Peter Goodwin

Managing Director and Co-Founder, co-cre8

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, co-cre8

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.

Join us and together we can achieve our circular ambition and give paper cups multiple lives beyond the bin.