Friday, June 18, 2010

Another cup of coffee

The winner of the Betacup Challenge has just been made public. “Our paper cups really represent our icon and unfortunately they also represent one of our greatest environmental liabilities in our customers’ eyes,” Jim Hanna, Starbucks’s director of environmental impact, said at the announcement. “By 2015, we want all cups to recyclable, compostable, or reusable.”

So, the winner of the challenge is not a cup at all, but a chalkboard at the coffee shop that will chart each person who uses a reusable mug. The tenth person to order a drink with a reusable cup will receive his or her drink free.

Every year, 58 billion paper cups are thrown away, 20 million trees are cut down to manufacture these cups and 12 billion gallons of water are used in the manufacturing process. Of course this is a major problem for any company in an enviromental and branding perspective.

The concept is further explained here.o