Huhtamaki and Stora Enso Launch The Cup Collective, a Recycling Initiative
Initially, the program will be implemented across the Benelux. With the aim of setting new standards for paper cup collection and recycling in Europe, The Cup Collective has issued an open invitation for partners from across the supply chain to get involved in working towards a systemic European solution.
The EU has set a recycling target for paper and board packaging of 85% by 2030. Paper cups are recyclable but need to be collected before they can be turned into new paper products. The Cup Collective initiative will create the necessary collection infrastructure to significantly increase the recycling rate of wood-fiber in paper cups. Above all, the program will make it easier for consumers and businesses to collect used paper cups to be regenerated into valuable recycled raw material.