Starbucks Announce the Reduction of Their Reusable Cup Target - KeepCup Asks Why?

Melbourne, Australia, June 21, 2012 --( Starbucks Corporation consumes at least 4 billion of the 500 billion disposable cups relegated to landfill every year. Starbucks leads an annual Cup Summit dedicated to providing more sustainable solutions to the disposable cup issue. Most disposable cups are not recyclable as they are lined with polyethylene; the lids are generally made from polystyrene.

The Seattle Times featured an article on April 14, 2012 stating that Starbucks have recently announced that they have reduced their reusable cup target from 25% of its beverages served in reusable coffee cups down to 5% by 2015, yet 20% of beverages at Starbucks are consumed in-house. This means that Starbucks could achieve 20% reusable goal overnight, by providing glass and ceramic and having staff wash up. (Source URL:

Founder of KeepCup, Abigail Forsyth believes that companies like Starbucks are really critical to give people permission for reuse behaviour. They set the tone to encourage reuse behaviour. Many cafes who stock KeepCups are reporting reuse rates of up to 15% for their coffee to go customers, so a target of 35% for Starbucks is more than achievable. 35% of 4 billion, every year, it’s a lot of disposable cups.

Abigail Forsyth explains that “There are no excuses; ultimately it is up to us, the consumers to demand better service and better environmental outcomes, by using reusable cups, asking for a discount for reusable cups and voting with our feet.”

About KeepCup:
Launched in 2009, Australian company KeepCup has revolutionised the way consumers drink their takeaway espresso, by introducing the world’s first barista standard reusable cup. With distribution hubs in Australia, the US and UK, KeepCups are now sold in 32 countries, KeepCups have diverted an estimated 2 billion disposables from landfill.

KeepCups been endorsed by some of the world’s best roasters and coffee. KeepCup is a sponsor of the 2012 World Barista Championships and supports Coffee Kids.

KeepCups are "barista standard" because they replicate the sizes of disposable cups to ensure correct dosing of milk and coffee and the three smaller sizes fit under the group head of the espresso machines so the integrity of the shot is not compromised.

There is enough plastic in 28 disposable cups to make one small KeepCup. The breakeven over the life of the KeepCup, we estimate to be as low as 15 uses.
Abigail Forsyth
+61 03 8417 1100