The NextGen Cup Consortium, an effort driven by McDonald's and Starbucks, is debuting reusable cup pilot programs at independent coffee shops around San Francisco and Palo Alto, California. The consortium is managed by Closed Loop Partners' Center for the Circular Economy.
NextGen's Cup Challenge, launched in 2018, has focused on creating a more sustainable and economically sound alternative to traditional beverage containers. Many paper cups in particular are often a challenge to recycle, given their plastic lining.