The Cup Collective, a programme established by recycler Stora Enso and packaging provider Huhtamaki to capture the value of used paper cups through recycling at an industrial scale, has welcomed its first partners.
The Cup Collective initiative, the first of its kind in Europe, aims to recycle half a billion paper cups in Europe within the first two years. The two founders have now been joined by McDonald’s, SSP – The Food Travel Experts, C2 Centre, and the National Railway Company of Belgium (SNCB), who were all announced at a stakeholder event in Brussels.
Collection bins are now available in public venues throughout Brussels including restaurants and transit hubs. Collected cups are recycled at facilities in the region including Stora Enso’s site at Langerbrugge in Belgium.
Partnership in the programme is open to stakeholders both within and outside of the value chain, including food service providers, retailers, transportation services, waste collectors and management services.
Peter Goodwin, md of co-cre8, the firm managing the programme, said: ‘It is time to make paper cup recycling an easy, everyday activity. We are now able to provide a platform to collect and capture the value of paper cups at an industrial scale and are calling businesses to get on board and become part of the Cup Collective programme.’