STiR coffee and tea magazine

32 STiR coffee and tea / Issue 4, 2021 (August / September) That effectively means that damaged or worn-out components can easily be replaced so users don't have to discard the entire cup. Instead, they simply fix it by replacing parts such as bands, cup bases and lids, all of which are readily available in the KeepCup online store. This modularity considerably increases the lifespan of every single KeepCup, "reducing [the] products' overall [envi- ronmental] impact," according to Forsyth. However, being either made largely of plastics or – as in the case of the "Brew" model – tempered glass, provides for "limited recycling options," Forsyth admitted. But she banks on the products' longevity that sets them apart from single-use cups. "KeepCups are made to last and use them in high repeat thanks to their modular design and replacement parts," she said. "And once the [user's] final decision is to discard, we provide detailed information on each individual material and KeepCup part in relation to recycling options on our website." Are consumers willing to change? But there still is one crucial aspect, of course: Are consumers really willing to physically carry a relatively bulky KeepCup around in their rucksack, tote bag, or purse? Forsyth insisted that they are; at least those who have developed the appropriate mindset. "For many of our customers, using KeepCup has been the beginning of a journey to reduce the consequences of [their own] conve- nience behavior and to… change habits to reduce their impact on the planet," she explained. "It is an easy transition for most people," not to mention the "feel good factor" that comes from accomplishing something as simple as quickly rinsing a cup after use and putting it back into the carrying bag. Being adopted in retail outlets Naturally, end consumers intent on doing their small part for environmental protection are a main target group for KeepCup. But they're not the only one. Owing to its attractive "barista standard" design and long lifecycle, KeepCups also are aimed at retail outlets – either to replace single-use plastics or even regular ceramic mugs. "'Barista standard' is a shortcut we coined to describe the design considerations that have gone into creating a product that works for the [individual] coffee drinker as well as the barista behind the coffee machine," said Abigail Forsyth, adding that KeepCups are currently already available in over 2,000 cafés around the globe. With its concerted efforts, the company surely is on the right track. On its website, the company even claims that KeepCup users have diverted an estimated 8 billion single-use cups from landfill every year. It is an enormous figure, but Abigail Forsyth readily explained that it is "extrapolated off sales data and based on best-case assumptions how many times our products are used and how long they last." "We want to encourage the idea that many small acts make a profound difference," she said. Individuals even can deploy the website's online impact calculator for determining how many single-use cups they are able to save if they continue using KeepCup. It's a marvelous incentive to stay on track. CIRCULAR CUP The future of product interaction As the quasi-Confucian saying goes, "a destination can be reached by many paths." UK-headquartered outfit Ashortwalk Ltd. (which trades as Circular&Co.) is living proof for that. The company pursues what its founder and c.e.o., Dan Dicker, calls a "circular design philosophy." Since its incep- tion 18 years ago, the firm has "always looked to design products from waste materials and then fully recycle [them] at the end of their life," Dicker told STiR. But it was only about 2 years ago that the circular design philosophy aspect got into full swing. "We passionately believe that it's the future of products and the way we interact with them," Dicker said. Australia's "Elephant in the Room" Denmark's government is currently deliberating whether to phase out single-use plastic cups in the country altogether. If a law passed soon, the Scan- dinavian nation could become the first country in the world to ban single-use plastic cups. But they've got to hurry, as similar initiatives are underway elsewhere. Take Australia, for example, whose government has announced plans to implement a ban on single-use plastics in general by the end of 2025. That would include cups, too, of course. To facilitate the move, Canberra has introduced targets for the industry which stipulate that 100% of all product packaging must be reusable, recyclable or compostable once the law comes into effect, and that 70% of all plastic packag- ing must be delegated to recycling or composting. "These are fine goals, but there's an elephant in the room" said KeepCup's Abigail Forsyth, because the local industry would have to act "decisively and commit to reducing the overall volume of plastic produced and consumed." Not only that, but "even in a best-case scenario, [waste] plastic can only be recycled 3 to 4 times," she pointed out. That means that only a steep, steep reduction in plastic packag- ing produced can have any measurable impact. "We cannot just recycle our way out of this," cautioned Forsyth, And the focus on recycling validates the sta- tus quo – the "take-make-safe economy." In Forsyth's opinion, the most important thing that needs to happen in Australia is for the government to continue to set deadlines on single-use items. "The industry will inno- vate around the opportunity, and indeed it has already begun," she said. "our dream from the outset," the cash-strapped start-up just didn't have the capital to go for that option. The phenomenal market success of the "Original" afforded the company to finally realize the "Brew" range in 2013. Every KeepCup Brew Cork – the company's current bestseller - comes equipped with a broad cork band that fits the cup body's undercut, pro- viding insulation and protection from a hot bev- erage. "Our bands are upcycled from the waste by-product of wine cork production in Portugal," Forsyth explained. "The bands are naturally light- weight, heat- and water-resistant, antibacterial and biodegradable." Modular design makes the cut However, the most striking feature implemented across the entire KeepCup range (which also fea- tures a "Thermal" version) is their modular design, using largely the same components in all products.

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