February 26, 2025, New York, NY –– Today, the NextGen Consortium, led by Closed Loop Partners’ Center for the Circular Economy, with partners including Starbucks, The Coca-Cola Company, PepsiCo, Yum! Brands and other global businesses released groundbreaking results from the Petaluma Reusable Cup Project, the first initiative to catalyze reuse across an entire U.S. city.

The report, Making Reuse an Everyday Reality: Insights and Impact from the Petaluma Reusable Cup Project, reveals a major milestone for the reuse movement: enough of the project’s purple cups were successfully returned for the reuse system to produce environmental benefits when compared with a single-use alternative. Delivering a positive environmental outcome on this scale is particularly significant because the program was designed to automatically serve every customer ordering a to-go beverage with a reusable cup, across a citywide network.

 This unprecedented collaboration in Petaluma set out to address accessibility and inclusivity challenges that typically restrict the ability of reuse programs to deliver impact. Throughout the duration of the three-month project, 30 businesses in Petaluma––from national brands to local restaurants––switched out single-use cups for reusable alternatives in unison, at no cost to the customer. Local consumers responded, returning cups from day one, with returns climbing rapidly in the first few weeks and over 220,000 cups returned throughout the program.

The Petaluma Reusable Cup Project was launched at a critical time, amidst growing regulatory, consumer and climate pressures on single-use packaging waste. Advancing reuse has been a focus for the NextGen Consortium, as identifying alternatives to single-use packaging becomes a top priority for brands and cities seeking to reduce waste. In the U.S., 50 billion single-use cups are purchased and disposed of each year, and many of these materials are wasted in landfills.

“The best part was that this project got the whole community involved. Deep public-private partnerships, including commerce and non-profits collaborating, demonstrated that it is possible to launch an inclusive and accessible reuse system that supported our residents. People got into it, and it was the talk of the town,” said Mayor Kevin McDonnell of the City of Petaluma. “We are thrilled to be a part of this important work to scale reuse systems that keep our communities clean and support positive environmental outcomes.”

“The Petaluma Reusable Cup Project demonstrated an ambitious, innovative vision of reuse as an everyday reality, paving the way for the Consortium to scale reuse in California and other markets,” said Carolina Lobel, Senior Director at the Center for the Circular Economy at Closed Loop Partners. “Together, we can scale the solutions that have been proven to work and solve the current open challenges identified in the Petaluma project.”

The Petaluma Reusable Cup Project builds on over half a decade of work to advance reuse by Closed Loop Partners’ Center for the Circular Economy. While there is still work ahead to increase return rates, given variability across participating businesses, the groundbreaking results achieved mark an important milestone in catalyzing and scaling reuse systems. The Consortium invites brands, retailers, cities and innovators from all sectors to join upcoming reuse activations in cities across the U.S.––making critical strides to building a waste-free world.

To learn more about the Petaluma Reusable Cup Project, visit https://returnmycup.com/.

About the NextGen Consortium

The NextGen Consortium is a multi-year consortium that addresses single-use foodservice packaging waste by advancing the design, commercialization and recovery of foodservice packaging alternatives. The NextGen Consortium is managed by Closed Loop Partners’ Center for the Circular Economy. Starbucks and McDonald’s are the founding partners of the Consortium, with The Coca-Cola Company and PepsiCo as sector lead partners. Peet’s Coffee, with its parent company JDE Peet’s, Wendy’s, Yum! Brands, Delta Air Lines and Toast are supporting partners. World Wildlife Fund (WWF) is the environmental advisory partner. Learn more at nextgenconsortium.com.

About the Center for the Circular Economy at Closed Loop Partners

The Center for the Circular Economy is the innovation arm of Closed Loop Partners, a firm at the forefront of building the circular economy. The Center executes research and analytics, unites organizations to tackle complex material challenges and implements systemic change that advances the circular economy. The Center for the Circular Economy’s expertise spans circularity across the full lifecycle of materials, connecting upstream innovation to downstream recovery infrastructure and end markets. Learn more about the Center for the Circular Economy at closedlooppartners.com/the-center/

Much has been written about why life cycle assessments (LCAs) matter––their role in helping companies choose between different materials and packaging formats, their ability to measure the climate impact of business decisions, even their ability to help evaluate environmental risks of new solutions. 

But the reality is, LCAs can become complex very quickly. They usually involve a multitude of assumptions and data––from the origins of materials (cradle) to how they are transported through complicated supply chains, all the way to how they are disposed of (grave) or recovered via reuse or recycling.  

Yet if navigated thoughtfully, LCAs are packed with a wealth of information for creating data-backed packaging strategies that contribute to waste reduction goals and advance positive climate impacts.  

Here, we share 8 tips to help brands navigate the most critical aspects of any packaging emissions analysis: 

1. Focus on the biggest drivers of impact: New materials often account for the majority of emissions. Keeping packaging in circulation for longer––thus avoiding the need for new materials––is a key driver to reduce the climate impact of packaging. For reusable containers, the return rate, and the associated number of uses tied to it, is the most critical factor to drive down packaging emissions. When one LCA assumes that a reusable container is used on average 100 times (99% return rate) and another assumes 2 times (50% return rate), emission outcomes will vary widely. 
2. Put some weight behind the weight of your packaging: Lightweighting is generally the lowest hanging fruit opportunity for companies to reduce their packaging impact. But there’s only so much a product can be lightweighted before this impacts its performance and recyclability. Today, new lightweighting innovations enable durability while not compromising on high packaging quality, functionality and recyclability, opening more opportunities for reduced emissions. 
3. Account for all distances of transportation, including transport to landfill: In the U.S., virgin materials usually travel hundreds, if not thousands, of miles from production sites to their point of sale. Materials that end up in landfill also travel hundreds of miles from point of consumption to their grave (over 500 miles on average in the case of New York City), but distances traveled to landfill are often overlooked in LCA analyses.  
4. Give thought to the food waste that packaging may carry to landfills: Food waste in food packaging decays over time and, in the absence of oxygen, creates methane in landfills. Methane, a greenhouse gas, is 28 times more potent than CO2 in trapping atmospheric heat. Any packaging system, such as reusable or compostable options, that serve as a vehicle to properly dispose of (i.e., compost) food scraps, and keep them out of landfills, has significantly reduced emissions compared to current single-use packaging systems. 
5. Consider the difference between recycling and use of recycled content: The GHG Protocol has two methods for calculating recycling emissions. One method benefits packaging that uses recycled content; the other benefits products that are recycled at end-of-life. Since we need both things to be true to create a truly circular economy, focus on designing packaging that meets both criteria. For LCAs, consider using an average of both calculations. 
6. Don’t discount impact through incineration: The emissions impact of incineration is left out of many LCAs. In today’s carbon accounting protocols, incineration emissions (i.e., the energy produced from incineration) are accounted for in their next product, thus burning packaging after use does not add to the emissions of that piece of packaging. While this can seem to provide a discount towards packaging emissions, this is not a circular strategy as valuable packaging materials are lost instead of kept in circulation. 
7. Assess the implication of clean grids: Switching to clean energy is an immediate opportunity to reduce packaging emissions. However, when analyzing the impact of clean grids, remember to apply the benefits of lower manufacturing and transportation emissions to incumbent materials and processes as well.   
8. Remember that infrastructure assets do not impact emissions directly: Emissions associated with bins, machines and other capital infrastructure are not typically included in packaging LCAs, based on the GHG Protocol. Incumbent solutions like landfilling have infrastructure associated with them as well, and are not included in LCAs, so new infrastructure for future solutions should be held to the same standard as existing infrastructure.

LCAs are just one datapoint within the larger equation 

When implementing any packaging solution, emissions are just one part of the equation—packaging decisions affect our planet beyond their climate impact. Waste generated, water usage, biodiversity loss, social and human health risks are all critical aspects to be assessed for a responsible and sustainable circular packaging strategy. 

We hope these LCA tips help packaging designers and decision makers make more holistic analyses, leading to greener packaging innovation.

Get in touch with Closed Loop Partners’ Center for the Circular Economy at [email protected] to dive deeper into packaging emissions and to collaborate on designing, testing and scaling circular packaging solutions.  

Findings are based on the Center for the Circular Economy’s proprietary LCA model. A special thank you to our partners at Columbia University for their contributions to this work. 

July 9, 2024, Petaluma, CA –– Starbucks, The Coca-Cola Company, PepsiCo, Peet’s Coffee, Yum! Brands and other global and local brands and restaurants are partnering in The Petaluma Reusable Cup Project from the NextGen Consortium, led by the Center for the Circular Economy at Closed Loop Partners, to activate an unprecedented collaboration to drive reuse. Starting August 5, more than 30 restaurants in the City of Petaluma, CA, will swap their single-use cups for to-go reusable cups to all customers at no cost, and widespread return points will also be available across the city. This program marks a significant milestone for reuse, as the first initiative of its kind that makes reusable to-go cups the default option across multiple restaurants in a U.S. city, with the opportunity to drive more customers to reuse and displace hundreds of thousands of single-use cups.

The Petaluma Reusable Cup Project is focused on supporting customers to create return habits, a key factor to the success of reuse. The city-wide initiative is a critical step forward to catalyze and scale reuse systems, building on half a decade of work by the NextGen Consortium––a collaboration managed by the Center for the Circular Economy at Closed Loop Partners, in partnership with many global foodservice brands.

The mix of large national chains, local independent restaurants, convenience stores, community hubs and public locations makes this initiative distinctly powerful in shaping consumer habits and cultural norms. More than 30 restaurants in the City of Petaluma will be participating in the initiative, including Starbucks and licensed Starbucks cafés in Target and in Safeway, owned by Albertsons Companies; Peet’s Coffee; KFC and The Habit Burger Grill, owned by Yum!; Dunkin’; as well as many local cafés and restaurants. The initiative was made possible through extensive public-private collaboration, with support and engagement from the City of Petaluma, Zero Waste Sonoma, Recology, community groups and local businesses.

“It takes an entire community to build the future of reuse that we want to see,” says Michael Kobori, Starbucks chief sustainability officer. “Our environmental promise is core to our business and that’s why we’re working toward a future vision of every Starbucks beverage served in a reusable cup. Together with fellow foodservice brands, local stores and community stakeholders, we’re leading this initiative to help further unlock behavior change toward reusables, making it easy for our customers, and any customer, to choose to reuse and reduce waste.”

Across the U.S., 50 billion single-use cups are purchased and disposed of each year. Most of these cups are used out of a restaurant and disposed of at home, work or school, with an average lifespan of less than one hour before going to waste, according to the Center for the Circular Economy’s research. While reuse is growing quickly, use of personal cups and existing takeaway reusable cup systems still face low adoption or low returns. For reuse to scale responsibly, it’s imperative to create an easy and enjoyable consumer experience that makes it easy for customers to remember to bring their own containers or to return one that was given to them.

“To create a world without packaging waste, we need to ensure that food packaging reuse systems are scaled in a way that creates a positive environmental impact––meeting the current needs of people while driving a cultural shift toward reuse,” says Kate Daly, Managing Director and Head of the Center for the Circular Economy at Closed Loop Partners. “By testing reuse across an entire city in partnership with key stakeholders from the community and industry, we can scale reuse collaboratively through thoughtful experimentation, building a future where reuse is the norm.”

The City of Petaluma, CA, located in the northern Bay Area, was selected for the initiative for many reasons. In this region, businesses and consumers are receptive to adopting reuse, given the policy environment promoting the phase-out of non-recyclable single-use packaging. The city also participated in a returnable cup test at participating Starbucks locations in 2023. The size and dense layout of downtown Petaluma, with its tight cluster of restaurants and local shops within walking distance, and proximity to suburban and rural areas, creates the right conditions for testing a reuse system for to-go cups. Collaboration with local stakeholders has helped adapt the initiative to local policy and infrastructure, identify optimal return points across the city and engage the broader community.

“The City of Petaluma is laying the groundwork to make cup reuse not only an option, but the default,” says Kevin McDonnell, the Mayor of the City of Petaluma. “We have an amazing, engaged community, and we look forward to assisting the success of this program, alongside our local restaurants and participating global brands that service our community.”

“Imagine a neighborhood where all to-go cups are reusable, and returning these cups required no extra steps. By making reusable cups as convenient and accessible as single use, we can offer an alternative for residents when they forget to bring their own cups with them,” says Leslie Lukacs, Executive Director of Zero Waste Sonoma. “Universal accessibility creates the foundation for a cultural shift towards reuse.”

The Petaluma Reusable Cup Project will install more than 60 cup return bins across Petaluma. After use and return, the reusable cups will be collected, washed and recirculated for future uses by participating businesses and customers. Muuse, a winner of the 2018 NextGen Cup innovation challenge, was selected by the NextGen Consortium to manage all servicing and reverse logistics for the initiative.

“Transitioning to returnable packaging systems is a critical part of reducing single-use packaging waste, and we need to focus on supporting the operations behind it. These systems must be thoughtfully and responsibly implemented to ensure we are minimizing our impact of creating more waste in the process,” says Brittany Gamez, COO & Co-Founder of Muuse. “It is through initiatives like this that we can identify what is needed to operationalize shared systems at this level and inform how reuse is implemented at scale.” 

The initiative, which runs until November, will collect baseline data that measures customer participation and the environmental impact of offering reusables as the default choice for customers, testing whether the model is operationally viable for scale. Data from the initiative can be leveraged by businesses and regulators to support them as they design new reuse systems and draft well-informed packaging regulations.

This is another key step in the NextGen Consortium’s longstanding work to advance reuse. Since 2018, the NextGen Consortium, its brand partners and the Center for the Circular Economy ecosystem have been at the forefront of the reuse movement. In 2019 and 2020, the NextGen Consortium launched groundbreaking trials in the San Francisco Bay Area to understand how reusable cup programs might operate simultaneously across multiple restaurants, leading to a foundational reuse report. Starbucks, a NextGen founding partner, has launched cup share programs in over 25 markets globally, including saturation trials in California. They also recently became the first national coffee retailer to accept reusable cups for drive-thru and mobile orders, making significant progress to incentivize customers to bring their own cups to stores. The work to advance reuse also extends beyond the cup. In 2023, the Consortium to Reinvent the Retail Bag, also managed by the Center for the Circular Economy at Closed Loop Partners, wrapped its largest returnable bag program, alongside its largest bring your own bag program, in partnership with CVS Health, Target and other leading retailers.

Moving forward, the NextGen Consortium will continue its work and collaboration with stakeholders from across the reuse value chain, from innovators and activists to global brands and policymakers, to effectively scale reuse systems that are better for the environment.

About the NextGen Consortium

The NextGen Consortium is a multi-year consortium that addresses single-use foodservice packaging waste by advancing the design, commercialization and recovery of foodservice packaging alternatives. The NextGen Consortium is managed by Closed Loop Partners’ Center for the Circular Economy. Starbucks and McDonald’s are the founding partners of the Consortium, with The Coca-Cola Company and PepsiCo as sector lead partners. Peet’s Coffee, with its parent company JDE Peet’s, Wendy’s, Yum! Brands, Delta Air Lines and Toast are supporting partners. World Wildlife Fund (WWF) is the environmental advisory partner. Learn more at www.nextgenconsortium.com.

About the Center for the Circular Economy at Closed Loop Partners

The Center for the Circular Economy is the innovation arm of Closed Loop Partners, a firm at the forefront of building the circular economy. The Center executes research and analytics, unites organizations to tackle complex material challenges and implements systemic change that advances the circular economy. The Center for the Circular Economy’s expertise spans circularity across the full lifecycle of materials, connecting upstream innovation to downstream recovery infrastructure and end markets. Learn more about the Center for the Circular Economy at closedlooppartners.com/the-center/

The Center for the Circular Economy at Closed Loop Partners shares insights on how businesses can align with customers in reducing cup waste, drawing on lessons learned from 90 Bring-Your-Own-Cup (BYOC) initiatives in cafés and restaurants across the U.S.

Read more to learn about our insights.

Download Our Insights Here

May 7, 2024, New York, NY — Today, the NextGen Consortium, an industry collaboration managed by the Center for the Circular Economy at Closed Loop Partners, joined the Foodservice Packaging Institute (FPI) in announcing a major milestone in paper cup recycling in the U.S. Multiple paper mills, from Georgia to Wisconsin, have announced that they will now accept single-use polyethylene (PE)-coated paper cups in bales of mixed paper or polycoat cartons and aseptic packaging. This brings the total number of North American mills accepting paper cups to more than 40, marking significant progress as demand for recycled fiber content grows in the U.S., amidst increasing sustainability commitments and policy tailwinds. The new mills to accept cups include Newman and Company, Inc., Philadelphia, PA; PaperWorks Industries, Wabash, IN; Resolute Forest Products, Menominee Mill, MI; Greif Mill Group in Austell, GA and Milwaukee, WI, among others listed in FPI’s end market map.

Every year, an estimated 250 billion cups are used globally—the majority of which end up in landfills after a single-use. Historically, paper cups had been deemed ‘unrecyclable’ because of their plastic lining, resulting in low recovery rates and valuable materials ending up in landfill. In recent years, as mills compete for diminishing supplies of newspapers and office paper in the recycling system, there has been growing interest in opportunities to recover material categories that contain high-quality fiber, such as paper cups. Many mills––especially new and retrofitted builds––have undertaken repulpability studies to determine whether they can successfully recover the valuable fiber from coated paper packaging, such as fiber cups, for use in recycled fiber products. Positive outcomes of the studies have led to higher acceptance of fiber cups at mills. According to FPI, the dozens of paper mills that now accept paper cups in mixed paper bales represent more than 75 percent of U.S. mixed paper processing demand.

By accepting recovered paper materials, including cups, and reprocessing them into new products, mills play a pivotal role in advancing the larger paper cup recovery process. As more mills effectively recover fiber from paper cups, cup recycling is incentivized further upstream in materials recovery facilities (MRFs) and communities looking to improve their waste diversion efforts. While only 11 percent of communities in the U.S. officially accept cups in their residential recycling programs today, the increasing number of mills that accept cups signals a greater opportunity to grow cup recycling efforts.

“Alongside advancing reuse and material innovation, strengthening paper cup recovery and recycling is critical to keeping cups from going to waste in landfills,” said Kate Daly, Managing Director of the Center for the Circular Economy at Closed Loop Partners. “Paper mills play a critical role in strengthening end markets for cups. By pulling materials through the system, mills accepting cups can drive increased cup processing in recycling facilities and cup collection in communities. We are thrilled to see cup recovery reach this important milestone in the United States, moving us closer to a waste-free future.”

For several years, the NextGen Consortium and Foodservice Packaging Institute have collaborated to strengthen existing materials recovery and recycling infrastructure to recapture more paper cups. Both organizations have released critical reports and research to guide paper cup recovery and recycling, such as NextGen’s report Closing the Loop on Cups and FPI’s White Paper on the The State of Paper Cup Recycling. While the challenges are significant, collaboration among various stakeholders involved in paper cup recovery can help address its scale and complexity.

“We are thrilled to work with a growing set of mills in their efforts to recover poly-coated paper cups,” says Natha Dempsey, President of FPI. “Reliable and responsible end markets for cups catalyze new opportunities for community partnerships, especially in regions that previously didn’t have the capability to recycle them.”

“The mix of recovered paper we receive has changed dramatically over the last several years, now including much more plastic that we have to separate in the repulping process. Paper cups contain good fiber and are no more difficult to recycle than many of the other prominent packaging categories we see today. We look forward to the value it will bring to our outputs at our mills in Austell, GA and Milwaukee, WI,” said Jeff Hilkert, VP Paperboard Sales of Greif Mill Group.”

In addition to working with the mills that are now accepting cups, the NextGen Consortium and FPI continue to work with several other interested mills to run studies that can help determine the viability of paper cups in their system. Furthermore, they are also working with groups up and down the value chain––including brands, MRFs and communities––to ensure more cups can be recycled, especially where viable and robust end markets exist. This collaborative work is a key step forward in increasing the supply of recycled content to meet growing demand, and reducing the amount of valuable materials being sent to landfill.

About the NextGen Consortium
The NextGen Consortium is a multi-year consortium that addresses single-use food packaging waste by advancing the design, commercialization and recovery of food packaging alternatives. The NextGen Consortium is managed by Closed Loop Partners’ Center for the Circular Economy. Starbucks and McDonald’s are the founding partners of the Consortium, with The Coca-Cola Company and PepsiCo as sector lead partners. JDE Peet’s, Wendy’s and Yum! Brands are supporting partners. The World Wildlife Fund (WWF) is the environmental advisory partner. Learn more at www.nextgenconsortium.com.

About the Center for the Circular Economy at Closed Loop Partners

The Center for the Circular Economy is the innovation arm of Closed Loop Partners, a firm at the forefront of building the circular economy. The Center executes research and analytics, unites organizations to tackle complex material challenges and implements systemic change that advances the circular economy. The Center for the Circular Economy’s expertise spans circularity across the full lifecycle of materials, connecting upstream innovation to downstream recovery infrastructure and end markets. Learn more about the Center for the Circular Economy at closedlooppartners.com/the-center/ 

About the Foodservice Packaging Institute
Founded in 1933, the Foodservice Packaging Institute is the trade association for the foodservice packaging industry in North America. FPI promotes the value and benefits of foodservice packaging and plays an active role in advancing the recovery of FSP to support the circular economy. The association serves as the industry’s leading authority to educate and influence stakeholders. Members include raw material and machinery suppliers, manufacturers, distributors and purchasers of foodservice packaging. For more information, visit www.FPI.org.

Nov. 1, 2023 — Today, the NextGen Consortium, a leading industry collaboration managed by Closed Loop Partners, with partner brands including Starbucks, McDonald’s, The Coca-Cola Company, PepsiCo, JDE Peet’s, The Wendy’s Company and Yum! Brands, released a report with new findings to accelerate paper cup recycling in the U.S. The report, Closing the Loop on Cups: Collective Action to Advance the Recovery of Paper Cups in the U.S., assesses the role of each stakeholder across the paper cup recovery value chain––including paper mills, materials recovery facilities (MRFs), brands, consumers and local communities––and provides recommended actions to increase paper cup recovery opportunities and advance a more circular system.

Every day, millions of people around the world drink from paper cups. They’re safe, functional and convenient–– so much so that globally, more than 250 billion cups are produced each year. But convenience comes with environmental consequences: the majority of cups end up in landfill today. The NextGen Consortium has taken a three-pronged approach to address cup waste holistically: 1) Advancing reusable cup systems that keep materials in circulation for multiple uses, 2) Exploring material science innovation that enhances the sustainability and recoverability of cup materials, and 3) Strengthening materials recovery and recycling infrastructure that recaptures cups after use.

In this report, the NextGen Consortium focuses on the need to strengthen existing materials recovery and recycling infrastructure systems to recapture more paper cups. Recovering and recycling paper cups ensures the value embodied in paper cups—primarily comprised of fiber and a plastic liner—is recovered, rather than wasted in landfill. These cups contain high-quality fiber that is valuable to paper mills as other paper sources like newsprint and office paper decline. While the challenges for paper cup recovery and recycling are significant, collaboration among various stakeholders involved in paper cup recovery can help address its scale and complexity. The report highlights key challenges and opportunities, including:

• Today, only about 11 percent of communities accept cups in their recycling operations. This poses a significant barrier to cup recycling, as residents have few options to properly recycle their used cups.
• While only a handful of cities in the U.S. are officially accepting cups in their recycling programs, the Foodservice Packaging Institute (FPI) identified more than 30 paper mills that accept paper cups in mixed paper bales representing 75 percent of U.S. mixed paper demand, and an additional five mills accepting cups in carton bales. These mills are taking recovered paper materials, including cups, and reprocessing them into new products.
• In 2023, the NextGen Consortium, in collaboration with FPI and Moore & Associates, identified more than 15 additional mills across North America that are interested in testing cup acceptance or that can process cups today. This new interest is a tremendous endorsement for the work that is taking place and can catalyze cup acceptance at MRFs and in new communities in the months and years ahead.
• Each stakeholder in the value chain has an important role to play in improving paper cup recycling. The report outlines key calls to action, including calling on:
  • Mills to conduct recycling tests on paper cups to determine if the fiber can be captured without any negative operational impacts at their facilities;
  • MRFs to conduct material flow studies to determine where best to site interventions for cup sortation and to collaborate with mills and communities to expand acceptable recycling lists as more mills accept cups;
  • Communities to engage with MRFs and mills to evaluate feasibility of adding cups to accepted recyclables list;
  • Consumers to bring their own reusable cups when they can and to check local recyclability options and guidance when using disposable cups;
  • Brands to source recycled paper content when procuring their cups and other packaging, among other activities.

“The waste generated from to-go paper cups has become a highly visible representation of our disposable, take-make-waste culture. However, these cups also are a valuable resource with growing opportunities for recovery,” says Kate Daly, Managing Director and Head of the Center for the Circular Economy at Closed Loop Partners. “We know that collaboration across stakeholders––from mills and MRFs to brands and cities––is going to be critical to solving this challenge and ensuring paper cups don’t end up in landfill or polluting our environment. The NextGen Consortium plays a key role in advancing the innovation, testing and partnerships needed to make this possible.”

Since its founding in 2018, the NextGen Consortium has taken a holistic and collaborative approach to addressing the challenge of single-use cup waste, advancing reuse models, exploring material science innovations and strengthening materials recovery and recycling infrastructure that recaptures cups after use. While material reduction and reuse are key pathways to reduce reliance on virgin resource extraction, end-of-life recovery pathways are equally critical to ensure that the value embodied in all types of cups, including single-use paper cups, is recovered, rather than wasted in landfill.

As the NextGen Consortium works toward its goal of eliminating foodservice packaging waste, it will continue to work to improve and align recovery and recycling infrastructure across the entire value chain, from collection and sortation to processing and strengthening end markets. Collaborative action, data-driven decision-making and iterative testing continue to be critical to closing the loop on a greater diversity and volume of valuable resources and avoiding unintended consequences. The learnings from this report aim to guide the industry towards a future in which reusing valuable materials in products becomes the commonsense norm, shaping a more circular economy.

About the NextGen Consortium

The NextGen Consortium is a multi-year consortium that addresses single-use foodservice packaging waste globally by advancing the design, commercialization and recovery of foodservice packaging alternatives. The NextGen Consortium is managed by Closed Loop Partners’ Center for the Circular Economy. Starbucks and McDonald’s are the founding partners of the Consortium, with The Coca-Cola Company and PepsiCo as sector lead partners. JDE Peet’s, The Wendy’s Company and Yum! Brands are supporting partners. The World Wildlife Fund (WWF) is the environmental advisory partner. Learn more at www.nextgenconsortium.com.

About the Center for the Circular Economy at Closed Loop Partners

Closed Loop Partners is at the forefront of building the circular economy. The company is comprised of three key business segments: Closed Loop Capital Management, the Center for the Circular Economy and Circular Services. In 2018, Closed Loop Partners launched its innovation center, the Center for the Circular Economy, which unites competitors to tackle complex material challenges and to implement systemic change that advances the circular economy. Closed Loop Partners brings together designers, manufacturers, recovery systems operators, trade organizations, municipalities, policymakers and NGOs to create, invest in and support scalable innovations that target big system problems. Learn more about the Center’s work here.

With the newest wave of reuse policy discussions and renewed efforts to integrate reuse models into reduction requirements of Extended Producer Responsibility (EPR) bills, there is growing confusion on what defines a “good” reuse system. Although many metrics are cited, use cycles or return rates paint the most robust picture of how well a reuse system is operating in practice. As we build the reuse systems of tomorrow, a universal understanding of such metrics is essential. So, what is a high enough return rate?

The reality of today’s reuse rates
Across different sources, the number of reuses required to offset the added durability and materials needed for reusable packaging (also known as the breakeven point) is said to range from about five to 800 uses. But in today’s reality, reusable packaging is often reused less than five times, based on the results of past and ongoing open-system reuse pilots. For containers to have five uses on average in their lifetime, return rates need to be 80%. For a 90% return rate––which we have yet to see in open systems at scale––containers are used only 10 times on average.

Achieving five to 10 uses is still a dream state for most open-environment reuse systems, yet we see packaging designers choosing and testing packaging materials to withstand dozens, and sometimes hundreds, of uses. Brands and manufacturers designing reusable containers are often reacting to regulations that set up unreasonably high use targets for open-system models. CalRecycle suggests washable as something that lasts 780 cycles. The Choose2Reuse drafted regulation cited a requirement of about 1,000 cycles. These types of requirements force the industry to design packaging for aspirational return rates, making breakeven points even higher.

Why designing for current state matters
To mitigate the environmental impact of reuse, reusable packaging needs to be designed for current return rates. Otherwise, you limit the environmental benefits by potentially generating a higher volume of materials, that are less likely to be recovered.

Additionally, durability will naturally be a function of usage environment; reusables must be appropriately designed for their expected use case. Items made for more closed environments, such as dine-in at a restaurant or for a drink at a venue, may have higher use cycles than open environments, such as takeaway or delivery.

The bottom line: as we transition toward more widespread reuse, we need to design with actual return rates and uses cases in mind. We must also ensure that containers that are not returned for reuse are recycled at their end-of-life (learn more about designing for end-of-life here).

While we work towards building the convenience and incentives needed to increase return rates, we must ask: what’s the least amount of material that we can put in a returnable packaging solution today to make it durable enough to survive five to 10 uses? Will it look sufficiently like a durable reusable to signal returnability? And ultimately, how many cycles does a container need to survive to beat its single-use equivalent? For open reuse systems today, when the answer is less than five or so cycles, the packaging design is going in the right direction.

Reusable packaging is at an important inflection point. New innovations are expanding what is possible, but to ensure that reuse does not generate unintended environmental consequences, reusable packaging needs to be thoughtfully designed with today’s reality in mind. Designing reusable packaging with current return rates, use cases and eventual end-of-life in mind are all critical steps to building a reuse system that truly advances a circular economy and a waste-free future.

We know reuse plays a critical part in reducing foodservice packaging waste. And we’ve seen progress and innovation across all types of packaging and foodservice venues, whether cup share programs, reuse at concerts and events, or even for food delivery services. However, for reuse models to be successful and impactful, they need to check a lot of boxes––they have to fit the lifestyle of customers and align with the reality of retail operations to ensure reusable packaging is sufficiently reused. They also have to be recyclable so that they don’t become waste when they end up somewhere other than the return bin at any point in their lifecycle. Whether a reuse program has a 95 percent (terrific!), 75 percent (needs improvement) or 25 percent (look out!) return rate, designing for recyclability is key, especially as more reusable packaging enters the ecosystem. Appropriate end-of-life management is necessary to maximize the intended environmental benefit that reusable products offer.

Since 2018, the NextGen Consortium has been leading efforts to identify the role reuse can play in addressing foodservice packaging waste, alongside material innovation and recovery [see: Bringing Reusable Packaging Systems to Life: Lessons Learned from Scaling Reusable Cups]. In addition to examining the realities of consumer behavior and retail operations when deploying reuse systems, one critical question we recently investigated is: what happens when a reusable cup ends up in the recycling system?

Reusable foodservice packaging is often designed for durability––both in how long it can be reused and how many times it can be washed––but not always for recyclability. As a result, when reusable cups are decommissioned, or end up anywhere but the reuse bin, they inevitably end up in our waste streams. From NextGen’s consumer research, we know that unless disposal options are convenient, these cups will likely end up as waste. Designing reusable packaging for both consistent reuse and eventual recyclability will help increase recovery opportunities and reduce waste to landfill and the environment.

How do we ensure reusable cups do not become waste when they can no longer be reused or end up in a recycling bin rather than a reuse bin?

Testing is key. There are excellent design guidelines, such as APR’s design for recyclability guidelines, to help suppliers ensure their packaging meets the stated needs of the recycling system today. But reusable cups also need to be tested within the recycling process to see if they can be successfully recovered. There are three critical stages of the recycling process:

• Collection: how recyclable materials are collected in residential or commercial waste streams
• Sortation: how a package will flow at a material recycling facility (MRF)
• Reprocessing: how a package aligns with similar materials to be processed and remanufactured into new materials

In early 2023, the NextGen Consortium collaborated with Van Dyk Technology Center to test how a dozen different reusable polypropylene (PP) cups would sort within a MRF and see if they would end up in the correct material bale, in this case PP.

The test mimicked the flow of a typical MRF, followed APR’s sorting guidance and tested how size, compression, 2D and 3D sortation, and near infrared (NIR) sortation impact how well a cup can be sorted. The results were mixed and provide critical design insights for the companies who are manufacturing and deploying reusable cup formats.

The Results: the good, the bad and the unrecyclable.

When designed with recycling in mind, a reusable PP cup should successfully sort into the correct bale at a MRF. In our tests, the top four best performing cup models were sorted correctly more than 90 percent of the time. The test ran 50 samples of each cup through four separate runs so that each cup model ran through the facility 200 times. The results are no coincidence: successful sortability was driven by specific factors, including color, shape, opacity, thickness and material composition. The highest performing cups were typically opaque, thin and rigid but had some flexibility or bounce, and were all read clearly by the optical sensors of the sortation equipment. Cups that performed poorly, sorting less than 50 percent of the time (or sometimes not at all), often were more translucent than their successful counterparts. Overall, while only four of the cups achieved successful sortation (and a fifth cup was borderline), simple design corrections can improve the fate of the others.

Design Tips: Making recyclability a priority for reusable PP cups.

The Van Dyk sortation test gave a window into what happens to various types of reusable PP cups traveling through a MRF. However, this only assessed one step in the recycling process––sortation––and does not confirm compatibility with reclamation systems nor prove that the cup can be recycled effectively into a new package. Additional testing is needed to confirm assumptions that reusable PP cups are truly circular. For now, reusable foodservice packaging companies and suppliers can design with sortation in mind and improve end-of-life outcomes by considering the following:

• Follow the design guidelines created by APR and other groups: There are many resources available online to help packaging designers/suppliers ensure greater compatibility with the recycling system. For plastic packaging, the APR Design® Guide is a great place to start.
• Avoid all black plastics: While there have been technological advancements to help sort black plastics, most MRFs do not possess that technology. Both opaque and translucent black packaging is problematic and reusable cup manufacturers should design cups with today’s system in mind. If black is absolutely required, use an NIR sortable black colorant. Colorants that have passed APR testing can be found on APR’s website here.
• Not all polypropylene is equal: PP is a wide class of material. PP sorters in the recycling process are designed to detect and separate PP that is common to single-use plastic such as tubs and lids; however, other PP grades may not be as easily identified.It is critical to engage with your cup suppliers and test if needed to confirm compatibility.
• Mono materials (cups made of just one material) are best: A reusable cup that is multi-material (i.e., part plastic, part fiber, part silicone, etc.) is simply not compatible with today’s recycling system. Cups designed to be in a high-volume sharing system should be made of a singular material and avoid too many add-ons. Cups with ridges (i.e., a built-in sleeve) may also impede sortation; however, it does not appear that those design features are overly detrimental.
• Think twice before adding tech: Tracking systems are typically needed to assess the impact of a reuse system and enable traceability, but features such as Radio Frequency Identification (RFID) tags need to be evaluated further for their impact on the recycling system. While an RFID tag is unlikely to hinder a package’s sortability, it might impact whether a material can be reclaimed or recycled. APR’s guidance lists RFID tags as “detrimental,” and the NextGen team is investigating the impact this technology has on the system.

When in doubt, TEST.

Despite widely available design guidance, reusable packaging that is not compatible with today’s recycling system continues to be manufactured. The conversation needs to be more nuanced and shift from only discussing designing for durability and the number of washes a package can withstand, to the realities of how the packaging will actually be used and travel through a system. Most reusable wares in an open system would be lucky to hit 40 reuses (which would assume a >95% return rate)! Sortation and recovery testing can help provide reusable foodservice packaging companies with additional peace of mind and ensure that their packaging has a better chance of staying out of landfill.

The NextGen team looks forward to continuing this journey to study and test optimal conditions for reusable packaging to succeed and achieve a positive environmental impact within a circular economy.

1. Who is Sonoco and what are you focused on?

Sonoco is a South Carolina-based global packaging company with more than 20 mills worldwide. Among our packaging products, we manufacture rigid paper cans, steel cans, thermoformed plastics and other packaging formats. Sonoco is uniquely positioned as a leading recycler, paper mill operator and paper packaging converter, in addition to other formats, to help push the industry to look towards future innovations and grow end-of-life solutions across the entire paper value chain.

2. How do you typically approach recycling of new products at your mills?

After validating that our mills could recycle rigid paper cans in residential mixed paper, we decided to further demonstrate the ability to recycle other similar polycoated fiber-based containers through the post-consumer mixed paper stream.

3. Where do you currently accept paper cups?

Hartsville, South Carolina. and we are exploring other Sonoco mills as well that use residential mixed paper.

4. What are some of the steps you took to determine that accepting cups wouldn’t create new challenges for your mill?

With support from the NextGen Consortium, we conducted two main activities to assess how cups might behave. First, we conducted lab-based testing of both single- and double-sided poly-coated fiber cups. Second, and after we were confident that the cups would not pose any issues to our equipment, we ran a large-scale trial whereby we dosed in nearly 20 tons of cupstock and cups into our pulper alongside other mixed paper, increasing the volume relative to other materials to test the system and upper bounds of materials we’d anticipate receiving if we accepted cups. Based on those results we felt confident that cups could be included in our accepted materials list and we were thrilled to have the mill listed alongside others on Foodservice Packaging Institute’s end market map of mills that accept cups.

5. What about your other paper mills?

Before we broadly accept cups at more of our mills, we’d want to distill our findings from the Hartsville location and consider any additional steps those mills would need to take to feel confident in accepting cups. This might include additional lab-and mill-based trials.

6. Any advice you’d give to other mills considering including cups?

Every mill is slightly different, from their equipment to operating conditions to inbound material mix. Testing to those conditions is a key proof point in determining what might work best in that location.

7. What’s next for Sonoco in its efforts to improve polycoated paper recycling?

Sonoco is a founding member of the Polycoated Paper Alliance that kicked-off in March 2023, which aims to increase widespread end-market acceptance of polycoated paper packaging products. We are collaborating with like-minded member brands and industry leaders on developing improved and harmonized data, updated design guidelines, expanded end market acceptance and upgraded mill specifications, among other initiatives.  

Behind the walls of recycling facilities across the U.S., a sea of materials moves through hands and machines working hard to get them to the end of the line––and the beginning of their next life. A critical balance of manual labor and automation enables the sorting and recovery of these materials in a closed loop system. Yet despite a multi-step sortation process, it is difficult to track what flows through the system at all times. It’s a challenge that results in many recycled materials losing potential value, in addition to millions of dollars worth of valuable material being sent to landfill unintentionally.

Among the diverse materials flowing through the recycling system are the yogurt containers, and iced coffee and fountain beverage cups many of us use on a regular basis. These are just a few examples of products made of one of the most commonly used resins in foodservice packaging today: polypropylene (PP). PP is a valuable material that should be kept in circulation to reduce waste and meet corporate commitments to use more recycled content in foodservice packaging. With that said, very little mechanically recycled food-grade PP actually cycles back into food-grade applications. Most end up in nonfood-grade applications that limit their value and the number of times they can be reused. To create a more circular path for food-grade PP, we must first answer the question: what is in the PP stream today, and how much of it is food-grade or clear food-grade PP?

The NextGen Consortium is a multi-year industry collaboration addressing single-use foodservice packaging waste by advancing solutions across material innovation, reuse and recovery infrastructure––and it’s working to answer that question. In the fall of 2022, the Consortium partnered with Resource Recycling Systems to examine PP bales in two materials recovery facilities (MRFs) to learn what was inside. While only a snapshot in time, the results were enlightening.

On average, nearly half of the PP bales (48%) were presumed food-grade, and more than a quarter of the bales were clear food-grade (26%). Clear beverage cups represented 14% of the bale on average. The high percentage of food-grade PP suggested that there is untapped value in the PP stream. A better system is required to ensure food-grade and/or clear food-grade PP is properly sorted into a separate bale at some point in the value chain if we are to retain its highest potential value.

This year, the NextGen Consortium is diving even deeper, launching a first-of-its-kind study leveraging artificial intelligence (AI) to analyze the composition of the PP material stream well before it ends up in a bale. Together with its managing partner––Closed Loop Partners’ Center for the Circular Economy––the NextGen Consortium is working with Greyparrot, a leading AI waste analytics platform for the circular economy. The collaboration aims to track and categorize objects in the PP stream, and determine the volume of valuable food-grade material passing through the system. AI is on the rise as one potential means of increasing visibility into the recycling process. Today, more technologies are needed to handle an increasingly mixed stream of collected materials, including plastics, electronics, textiles and food scraps––and to enable the recovery of clean, high-quality materials.

“Ensuring that recovery infrastructure can keep pace with a rapidly growing and diverse material stream is critical to advancing the circular economy, alongside solutions such as material innovation, reduction and reuse,” said Kate Daly, Managing Director and Head of the Center for the Circular Economy at Closed Loop Partners. “An important part of our work in the NextGen Consortium is identifying opportunities for data collection and analysis that can advance the circularity of foodservice packaging, and drive greater value for stakeholders across the system, including brands, innovators, infrastructure operators and consumers.”

As part of this project, the Greyparrot Analyser units will be installed above the PP recovery conveyor belts at four leading U.S. MRFs: Balcones Recycling, TX; Cougles Recycling, PA; Rumpke Recycling, OH; and Eureka Recycling, MN. Greyparrot’s AI-powered computer vision system uses cameras to capture images of objects in the PP stream, aiming to quantify and qualify the materials flowing through the MRFs. Their AI model will look to categorize each object based on material, format, financial value and brand, as well as distinguish food- and nonfood-grade material, using those images. Their units will then send that data to an analytics dashboard in real-time. Through machine learning, the flexible vision systems can help improve their package recognition and classification over time.

“We use artificial intelligence to gain continuous and reliable visibility into recycling streams,” said Ambarish Mitra, Co-founder and CPO of Greyparrot. “This helps us improve recycling operations by placing waste intelligence into the hands of the people who are recovering, redesigning and remanufacturing the objects we throw away. We are thrilled to work with our U.S. partners towards our vision of a future where every piece of waste is valued as a resource.”

The collaborative project––a first of its kind in North America––will run for more than six months. During that period, it will gather data on the composition of PP bales over time, while accounting for seasonality. That insight can help determine the potential untapped value in these streams, and identify other materials that might be coming through unintentionally. This data can also help shed light on the presumed volume of food-grade material being captured in the system, along with opportunities for recovery and separation into distinct value chains. More broadly, this can advance a circular economy for valuable materials, improve material quality delivered to recycling facilities, and enhance the value of recyclable commodities shipped to U.S. end markets.

“A lot is unknown about the curbside polypropylene stream today. Filling these knowledge gaps can increase the pace of development for material recovery. Understanding the composition of the stream in a large-scale study highlights potential, reduces risk for pioneers and accelerates better design implementation. This study will be the catalyst to developing much larger-scale recycling of polypropylene,” said Curt Cozart, President of Common Sense Solutions and Technical Advisor to the project.

PP cup recovery––alongside material innovation, reuse and fiber cup recovery––is a critical focus for the NextGen Consortium. According to The Recycling Partnership, more than 2 billion pounds of PP are generated every year by single-family households in the U.S. If just 30% of this material were recovered, it would reduce greenhouse gas emissions by over 300,000 metric tons, providing over 600 million pounds of valuable raw material to companies with recycled content commitments for their foodservice packaging, both voluntary and mandated.

The NextGen Consortium has been actively involved in PP recovery since 2021, when it joined The Recycling Partnership’s Polypropylene Recycling Coalition as a Steering Committee member. Through this initiative, the group helps to fund equipment grants for MRFs so that they can effectively capture PP packaging, and improve community recycling access rates. In addition to improving recycling access, the NextGen Consortium is committed to driving recycling rates by supporting the recovery of post-consumer recycled content (PCR) that can be re-incorporated into packaging.

This collaboration with Greyparrot and MRFs across the U.S. is one critical step toward achieving the NextGen Consortium’s goals. As more data about the PP material stream is captured over the next six months, the Consortium will analyze the new data, identifying opportunities to improve PP sortation and recovery into higher value, new food-grade applications and areas where more research is needed. The NextGen Consortium continues to invite additional MRFs to participate in the project, to gain a better understanding into what is flowing through their material streams and identify ways to drive more value to the system.

About the NextGen Consortium

The NextGen Consortium is a multi-year consortium that addresses single-use food packaging waste globally by advancing the design, commercialization, and recovery of food packaging alternatives. The NextGen Consortium is managed by Closed Loop Partners’ Center for the Circular Economy. Starbucks and McDonald’s are the founding partners of the Consortium, with The Coca-Cola Company and PepsiCo as sector lead partners. JDE Peet’s, Wendy’s and Yum! Brands are supporting partners. The World Wildlife Fund (WWF) is the environmental advisory partner. Learn more at www.nextgenconsortium.com.

About the Center for the Circular Economy at Closed Loop Partners

Closed Loop Partners is  at the forefront of building the circular economy. The company is comprised of three key business segments: Closed Loop Capital Management, the Center for the Circular Economy and Circular Services. In 2018, Closed Loop Partners launched its innovation center, the Center for the Circular Economy, which unites competitors to tackle complex material challenges and to implement systemic change that advances the circular economy. Closed Loop Partners brings together designers, manufacturers, recovery systems operators, trade organizations, municipalities, policymakers and NGOs to create, invest in, and support scalable innovations that target big system problems. Learn more about the Center’s work here.