Italian coffee company Lavazza has collaborated with South Korean café chain Paris Baguette and artist Matt Chessco to create an eco-conscious reusable coffee cup.

The cups will be available at each Paris Baguette location in North America at a retail price of $13 in honour of Earth Day on 22 April.

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Paris Baguette Rewards Members will receive 10¢ off their coffee purchase when they use their reusable cup and double points for purchasing the cup.

Paris Baguette North America chief executive officer Darren Tipton says: “Paris Baguette and Lavazza are committed to our shared values of community, sustainability, quality fare and spreading joy. We’re excited to offer our customers this opportunity to support the planet as we all work towards a more sustainable future.”

Lavazza Group head of marketing Americas Camille Vareille says: “At Lavazza, we are on a mission to make a positive impact on both the world and its people through every cup of coffee we produce. Now more than ever, investing in the future of our planet is essential and we are excited to further our impact with Paris Baguette and Matt Chessco this Earth Day.”

The coffee industry is a rapidly developing space for reusable and eco-friendly packaging. Recently, the association representing the bioplastics industry European Bioplastics (EUBP) upheld the European Commission’s (EC) proposal to make coffee capsules mandatorily compostable in industrial composting.