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Simply Cups to launch cup recycling service in the Netherlands and Belgium

Cup collection and recycling service Simply Cups is set to expand its coverage into the Netherlands and Belgium from 12 June 2019.

The company will work with local Dutch partners Product for Product and Cupcare Company to offer hospitality and catering outlets, events and stadium operators and businesses of all sizes the opportunity to have their used beverage cups collected to be recycled into new products.

Following a launch event in Eindhoven, the Netherlands, at the start of June, the expansion will see Simply Cups move beyond its current operations in the UK and Australia, where it was launched in 2014 and 2017 respectively.

Simply Cups to launch cup recycling service in the Netherlands and Belgium
(From left to right) Maarten Wernsen, Founder and Managing Director of Cupcare Company, Peter Goodwin, co-founder of Simply Cups and Frans van den Berge, Director of Product for Product.
In the UK, it is one of five reprocessors participating in The Cup Fund grant project launched by coffee chain Starbucks and environmental charity Hubbub, and has developed Cup Movement with Keep Scotland Beautiful, a campaign that aims to vastly increase the collection of disposable cups in Scotland.

It is estimated that three billion cups are used in the Netherlands every year, while 1.5 billion are used annually in Belgium – no existing cup recycling systems cover the whole region. Building on the experience of its local partners, Simply Cups aims to provide a collection service to the entire Benelux region, as well as providing the ability to turn both paper and plastic cups into new items.

Product for Product runs a series of closed-loop recycling programmes for clients across northern Europe, turning segregated waste into functional office supplies, while Cupcare Company runs the successful scheme Retour, which recycles more than 100 million plastic and paper cups a year from the Dutch market.

Further expansion planned into reusable cup market

Commenting on the expansion, Peter Goodwin, co-founder of Simply Cups, said: "With more than a years' planning invested into the launch of Simply Cups in the Netherlands and Belgium, we are highly confident that we have chosen the right partners and commercial approach to meet market needs. Consequently, we fully expect that the scheme will quickly become the region's dominant cup recycling brand.

"At the official launch, in Eindhoven, at the beginning of June, we also expect to announce a number of major customers, including leading retailers and large corporations. Furthermore, we will also launch our rCUP, the world's first reusable cup made from used cups.”

Simply Cups recently launched a smaller eight-ounce version of the rCUP in partnership with its product design and manufacturing partner, ashortwalk. The rCUP is a reusable cup made from recycled paper cups, the 12-ounce version of which received a ‘Best Buy’ accreditation from UK consumer testing organisation Which?.

The company will also be expanding into the United Arab Emirates and the US later in 2019 as it seeks to bring its cup collection service to a global audience.

Frans van den Berge, Director of Product for Product, said: "Over the last five years, Simply Cups has developed the most-trusted cup-recycling brand in the UK and Australian market.

"We are now excited to be able to bring their experience to the Benelux market as well as a unique range of  cup collection bins, suitable for any location, and, most importantly, the know-how to create functional new products, made from used cups, that our clients can buy back and incorporate into their branded merchandise".

Maarten Wernsen, Founder and Managing Director of Cupcare Company, added: "The market particularly in Belgium, is crying out for a fresh approach to the tricky issue of cup recycling. Nothing explains the success of recycling schemes better than products, such as the rCUP, that are both made from the used materials and stimulates re-use. Demand for recycled products consequently drives up demand for the waste material which in turn stimulates businesses to try even harder to increase recycling rates".

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