It started in a café with a simple idea: keep it and use it again.
When Jamie and Abigail Forsyth started a café business in Melbourne in 1998, disposable cups were entering the public landscape. In 2007, following unsuccessful trials of existing reusable cups, they decided to design and make their own – a barista standard reusable cup for people to enjoy better coffee on the go.
The goal was always to kick start behaviour change, from discard to reuse – to deliver a positive global campaign that would change the status quo. KeepCup has grown from a solution to a problem, to define a product category.