Environmental charity Keep Scotland Beautiful has unveiled a new initiative, the Cup Movement, to prevent single-use cups from entering the landfill in Glasgow, Scotland.

It is the first sustained single-use cup collection and behaviour change initiative launched in the country.

Cup Movement is supported by the Scottish Government, Glasgow City Council, and UK brands such as Costa Coffee, Greggs, McDonalds UK, Pret A Manger, and Starbucks UK, as well as the Paper Cup Recovery and Recycling Group (PCRRG).

The campaign will focus on transforming recycling infrastructure and encouraging people to adopt more sustainable behaviours to reduce 95 million single-use cups currently being used in the Greater Glasgow area annually.

As part of the initiative, convenient recycling and cup collection points will be installed across the city, encouraging regular cup users to switch to reusable containers.

Engagement with the public will involve working with all types of retailers across the city to educate customers to change their littering, recycling and reuse behaviours. It will also include informing the public about policy, creating a model of best practice for other major cities and contributing to Scottish Government circular economy ambitions.

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“We want people to realise they have an opportunity to be part of a positive movement for change.”

Keep Scotland Beautiful CEO Derek Robertson said: “The Cup Movement in Glasgow is a truly collaborative initiative that has been 18 months in the planning.

“We look forward to working with PCRRG members Costa, Greggs, McDonalds UK, Pret A Manger and Starbucks UK and other funders, including Excel Vending, Kidd’s and Graphic Packing International to deliver a transformational campaign right across the city.

“By bringing together businesses, institutions and people, we will be working hard to reach each and every cup before it becomes litter or landfill. Whether it be through recycling or switching to a reusable cup, we want people to realise they have an opportunity to be part of a positive movement for change.”

Cup collection specialist Simply Cups has partnered with Keep Scotland Beautiful and will assist the Cup Movement.

Glasgow City Council and the Scottish Government are funding and supporting the Cup Movement.