Consumers are becoming more aware of the environmental impact of their choices and are calling for brands and businesses to take responsibility for the entire lifecycle of their products. PKN takes a closer look at how the Simply Cups initiative educates consumers and gives cups a second life.
One area that has gained significant attention is the disposal of single-use paper cups, a ubiquitous item in our daily lives. In Australia alone, more than 1.8 billion hot drink cups are reported to be used annually, contributing to a significant environmental challenge.
According to Clean Up Australia, coffee cups are the second largest contributor to litter, reinforcing the urgent need to address this issue.
Enter Simply Cups, a paper cup product stewardship program committed to providing innovative solutions in recycling, government advocacy, and education. With more than 1500 collection locations across Australia, Simply Cups empowers consumers to save paper cups, including those for coffee, take-away soft drinks, and ice cream, away from landfills.
The collected cups are transformed into valuable resources, such as PAK-PAVE roads – a low-carbon surfacing solution made with over 50 per cent recycled materials, including paper cups. Other products made with paper cups include lightweight concrete and sustainable building materials, creating a closed-loop system that minimises the reliance on virgin materials.
Educating consumers
One key initiative driving change is the Drop Off Only ARL, an on-pack label designed to educate consumers on how to responsibly recycle paper cups. Brands and businesses supplying paper cups are eligible to apply this label, which is part of the ARL (Australasian Recycling Label) Program managed by the Australian Packaging Covenant Organisation (APCO).
Figures supplied by Cleanaway show that 72 per cent of Australians actively look for recycling symbols on packaging, while APCO research shows 50 per cent are more likely to buy products with the ARL label. Simply Cups has already saved over 40 million paper cups from landfill, involving over 350 schools and more than 65,000 individuals recycling paper cups monthly.
Voicing support
Rob Pascoe, managing director of Closed Loop Environmental Solutions, the company behind the Simply Cups Program, says, “Through the Drop Off Only ARL, brands have the opportunity to engage with their customers about recycling. Being at the forefront of responsible disposal will reduce the number of paper cups ending up in landfill or littered in our communities.
“Our initiative, Simply Cups, has one simple goal, for paper cups to be given a second life. Consumers want to do what’s right, and there is a lot of misinformation on recycling paper cups such as coffee cups. Consumers want clear messaging; the ARL provides this recycling message.”
APCO supports the initiative, with CEO Chris Foley commending Simply Cups for its ongoing commitment to an end-of-life solution for paper cups.“The ARL logo is an effective pointer for directing behaviour, with 76 per cent of Australians recognising the ARL, the application of the Drop Off Only ARL on paper cups will see more paper cups put to good use, and less waste ending up in our landfills,” says Foley.
Fiona Baxter, head of Sustainability at 7-Eleven, which has an established partnership with Simply Cups says, “We have an opportunity and a responsibility to avoid paper coffee and cold drink cups ending up in landfill, and as pioneering partners of the Simply Cups program we offer a second life to both 7-Eleven cups and other branded paper cups.
“We’re thrilled to announce that our paper coffee, Slurpee and Shakes cups will proudly wear the Drop Off Only ARL due to commence roll out into stores over the next few months. Using this ARL gives our customers the clear direction they can recycle their paper cups in our stores and lessen their impact on the environment.”
In a world where conscious consumerism drives change, the integration of on-pack communication, such as the Drop Off Only ARL, is a crucial step. By educating consumers about the proper disposal of paper cups and providing clear recycling messages, businesses can actively contribute to reducing environmental impact. Initiatives like Simply Cups and the ARL Program showcase the power of collaboration between businesses, consumers, and the packaging industry in creating a more sustainable future.
This article originally appeared on page 34 of the Jan-Feb issue of PKN Packaging News magazine.
