Simply Cups recycling scheme to launch in the Netherlands and Belgium

(From L-R) 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.

Cup collection and recycling firm Simply Cups has announced that it has joined forces with two recycling firms to launch its service into the Netherlands and Belgium on 12 June 2019.  

Working with local Dutch-based partners, Product for Product and Cupcare Company, Simply Cups will offer hospitality and catering outlets, events and stadia operators and business of all sizes, the chance to have their used beverage cups collected and then recycled into new products, closing the loop on cup waste. 


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It is estimated that 3 billion cups are used annually in the Netherlands and 1.5 billion in Belgium, and while a number of cup recycling schemes already exist, none cover the entirety of the Benelux region, and not all have the technology to transform both plastic and paper cups into second-life items, said Simply Cups. 

Both local partners already have experience in the Benelux market in operating established waste to resource programmes and generating demand for products made out of waste materials.  

Simply Cups co-founder Peter Goodwin said: “With more than a year of 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 re-usable cup made from used cups.” 

Product for Product run a wide-range of closed-loop recycling schemes throughout Northern Europe. 

The director of the firm Frans Van Den Berge 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.” 

Retour scheme, managed by the Cupcare Company, currently recycles more than 100 million plastic and paper cups each year from the Dutch market.  

Cupcare Company founder and managing director Maarten Wernsen said: “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 reuse. 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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