16 Sept. 2022: New programme European giants Stora Enso and Huhtamaki have teamed up to launch a new paper cup recycling initiative, The Cup Collective, which is the first of its kind in Europe.

The initiative was established with the aim “to recycle and capture the value of used paper cups on an industrial scale. Initially the programme 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,” Stora Enso said in a statement.

“Huhtamaki is a world leader in developing and manufacturing recyclable fiber products. For us, every cup counts. We want to go to the next step and ensure that recyclable cups also get effectively recycled. We have combined the best expertise from Huhtamaki and Stora Enso to create this new vision for industrial scale cup collection and recycling,” said Eric Le Lay, the president of the Fiber Foodservice EAO at Huhtamaki