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Huhtamaki and Stora Enso have joined forces to create a new paper cup recycling initiative, The Cup Collective. The programme aims to recycle and capture the value of used paper cups on an industrial scale. The programme will initially be implemented across Belgium, the Netherlands and Luxembourg. The Cup Collective will create the necessary collection infrastructure to increase the recycling rate of wood fibre in paper cups. It will make it easier for consumers and businesses to collect used paper cups to be regenerated into valuable recycled raw material. The first paper cup collection bins will be available in restaurants, cafés, office buildings and transport hubs in the Brussels and Amsterdam metropolitan areas. The programme is managed by Co-cre8, a UK-based firm with experience in designing and implementing recycling projects across Europe. Eric Le Lay, president of fibre foodservice EAO at Huhtamaki, said: “We want to 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." “Stora Enso wants to accelerate the circularity of all packaging materials and we have the foundation to make that happen. By partnering with Huhtamaki and Co-cre8 we will now be able to provide a platform to collect and capture the value of paper cup fibres on an industrial scale,” added Hannu Kasurinen, EVP of Stora Enso packaging materials division.