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The Cup Collective, a European initiative founded by Stora Enso and Huhtamaki to recycle paper cups, has now welcomed its first partners: McDonald's, SSP - The Food Travel Experts, C2 Centre and the Belgian National Railway Company (SNCB).
They are all supporting the initiative to significantly increase the recycling volume of paper cups in Europe. The Cup Collective is the first initiative of its kind in Europe, recycle half a billion paper cups in Europe within the first two years. The first collection bins for paper cups are now in public places in Brussels, including restaurants and transport hubs. The collected cups are recycled in the region, including at the Stora Enso plant in Langerbrugge, Belgium.
The partnership in the cup collective is open to a wide range of players within and outside the value chain, including food service providers, retailers, transport services, waste collectors and disposal companies and other players throughout Europe.
„It's time to make paper cup recycling a simple, everyday activity. We are now able to provide a platform for collecting and capturing the value of paper cups on an industrial scale and are calling on companies to get involved in the Cup Collective programme.“
Peter Goodwin, Managing Director and co-founder of co-cre8, the company that developed the Cup Collective-programme
Source: Huhtamaki
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