{"id":10625,"date":"2020-06-15T12:02:57","date_gmt":"2020-06-15T11:02:57","guid":{"rendered":"https:\/\/www.ethicalsuperstore.com\/blog\/?p=10625"},"modified":"2020-06-16T15:20:57","modified_gmt":"2020-06-16T14:20:57","slug":"brand-story-rcup","status":"publish","type":"post","link":"https:\/\/www.ethicalsuperstore.com\/blog\/recycling\/brand-story-rcup\/","title":{"rendered":"Brand Story: rCUP"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The rCUP is the world\u2019s first reusable cup made from used cups. It is no spill, easy opening, insulated and recyclable. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The rCUP is made by the award-winning design company, <a href=\"https:\/\/www.ashortwalk.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"ashortwalk (opens in a new tab)\">ashortwalk<\/a> who are based on the North Coast of Cornwall. Ashortwalk don\u2019t believe in waste and make unique products through recycling. As well as their own products, ashortwalk work with retail brands and recycling firms who want to turn waste into useful new products. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 2016, they were asked to develop ideas to turn used paper coffee cups into new products and come up with a way to use coffee cup waste.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They discovered by cleaning and shredding coffee cup waste they could blend the strong fibres of the cup to a recycled plastic polymer. Their goal was to eliminate the need for single use cups and bottles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From this, the rCUP was made which is:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"> \u2022    100% leak proof<br> \u2022    Well built, robust and long lasting<br> \u2022    Opens and closes with one hand<br> \u2022    Keep drinks warm or cool<br> \u2022    Can be picked up when the contents are hot<br> \u2022    Create an enjoyable drinking experience just like a real mug<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The rCUP is now the only <a href=\"https:\/\/www.ethicalsuperstore.com\/category\/home-and-garden\/kitchen-and-dining\/reusable-cups-and-bottles\/\">reusable cup<\/a> that reduces and recycles. Even at the end of the rCUP\u2019s life (which is at least 10 years) they will be recycled into new products.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"720\" height=\"340\" src=\"https:\/\/www.ethicalsuperstore.com\/blog\/wp-content\/uploads\/2020\/06\/e-blog-rcup-2.jpg\" alt=\"\" class=\"wp-image-10627\" srcset=\"https:\/\/www.ethicalsuperstore.com\/blog\/wp-content\/uploads\/2020\/06\/e-blog-rcup-2.jpg 720w, https:\/\/www.ethicalsuperstore.com\/blog\/wp-content\/uploads\/2020\/06\/e-blog-rcup-2-300x142.jpg 300w, https:\/\/www.ethicalsuperstore.com\/blog\/wp-content\/uploads\/2020\/06\/e-blog-rcup-2-520x245.jpg 520w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">By creating products from used cups ashortwalk has stimulated the demand for the once worthless used paper cup. This demand increases the value of used paper cups, enabling recycling firms to invest in infrastructure which is required to recycle them which is referred to as the circular economy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When purchasing a rCUP you are helping to fund a sustainable solution to global waste as each cup is made from six used paper cups.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.ethicalsuperstore.com\/products\/rcup\/\">View our range of rCUP here<\/a> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>The rCUP is the world\u2019s first reusable cup made from used cups. It is no spill, easy opening, insulated and recyclable. The rCUP is made by the award-winning design company, ashortwalk who are based&#46;&#46;&#46;<\/p>\n","protected":false},"author":39,"featured_media":10626,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[688,954,274,570,953,74,575,952],"class_list":["post-10625","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-recycling","tag-minimise-waste","tag-recyclable","tag-recycle","tag-recycling","tag-reusable","tag-reuse-and-recycle","tag-sustainability","tag-sustainable"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brand Story: rCUP - Ethical Blog from Ethicalsuperstore.com<\/title>\n<meta name=\"description\" content=\"The rCUP is the only reusable cup that reduces and recycles. The rCUP is a sustainable solution to the plastic and paper takeaway coffee cup.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ethicalsuperstore.com\/blog\/recycling\/brand-story-rcup\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Story: rCUP - Ethical Blog from Ethicalsuperstore.com\" \/>\n<meta property=\"og:description\" content=\"The rCUP is the only reusable cup that reduces and recycles. The rCUP is a sustainable solution to the plastic and paper takeaway coffee cup.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ethicalsuperstore.com\/blog\/recycling\/brand-story-rcup\/\" \/>\n<meta property=\"og:site_name\" content=\"Ethical Blog from Ethicalsuperstore.com\" \/>\n<meta property=\"article:published_time\" content=\"2020-06-15T11:02:57+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-06-16T14:20:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.ethicalsuperstore.com\/blog\/wp-content\/uploads\/2020\/06\/e-blog-rcup-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"720\" \/>\n\t<meta property=\"og:image:height\" content=\"340\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Peter Leatherland\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ethicalstore\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Peter Leatherland\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/recycling\\\/brand-story-rcup\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/recycling\\\/brand-story-rcup\\\/\"},\"author\":{\"name\":\"Peter Leatherland\",\"@id\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/#\\\/schema\\\/person\\\/13882774b26c2b290f4498327d2053e9\"},\"headline\":\"Brand Story: rCUP\",\"datePublished\":\"2020-06-15T11:02:57+00:00\",\"dateModified\":\"2020-06-16T14:20:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/recycling\\\/brand-story-rcup\\\/\"},\"wordCount\":300,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/recycling\\\/brand-story-rcup\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/06\\\/e-blog-rcup-1.jpg\",\"keywords\":[\"Minimise Waste\",\"recyclable\",\"Recycle\",\"recycling\",\"reusable\",\"reuse and recycle\",\"Sustainability\",\"sustainable\"],\"articleSection\":[\"recycling\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/recycling\\\/brand-story-rcup\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/recycling\\\/brand-story-rcup\\\/\",\"url\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/recycling\\\/brand-story-rcup\\\/\",\"name\":\"Brand Story: rCUP - Ethical Blog from Ethicalsuperstore.com\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/recycling\\\/brand-story-rcup\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/recycling\\\/brand-story-rcup\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/06\\\/e-blog-rcup-1.jpg\",\"datePublished\":\"2020-06-15T11:02:57+00:00\",\"dateModified\":\"2020-06-16T14:20:57+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/#\\\/schema\\\/person\\\/13882774b26c2b290f4498327d2053e9\"},\"description\":\"The rCUP is the only reusable cup that reduces and recycles. The rCUP is a sustainable solution to the plastic and paper takeaway coffee cup.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/recycling\\\/brand-story-rcup\\\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/recycling\\\/brand-story-rcup\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/recycling\\\/brand-story-rcup\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/06\\\/e-blog-rcup-1.jpg\",\"contentUrl\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/06\\\/e-blog-rcup-1.jpg\",\"width\":720,\"height\":340,\"caption\":\"woman holding rCUP\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/recycling\\\/brand-story-rcup\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Brand Story: rCUP\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/\",\"name\":\"Ethical Blog from Ethicalsuperstore.com\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/#\\\/schema\\\/person\\\/13882774b26c2b290f4498327d2053e9\",\"name\":\"Peter Leatherland\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/764997a9f7749cd3e0af0c6793596efc7b59f107d07c2e2b1292fa302e38ecdd?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/764997a9f7749cd3e0af0c6793596efc7b59f107d07c2e2b1292fa302e38ecdd?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/764997a9f7749cd3e0af0c6793596efc7b59f107d07c2e2b1292fa302e38ecdd?s=96&d=mm&r=g\",\"caption\":\"Peter Leatherland\"},\"sameAs\":[\"http:\\\/\\\/www.ethicalsuperstore.com\",\"https:\\\/\\\/x.com\\\/ethicalstore\"],\"url\":\"https:\\\/\\\/www.ethicalsuperstore.com\\\/blog\\\/author\\\/peterl\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Brand Story: rCUP - Ethical Blog from Ethicalsuperstore.com","description":"The rCUP is the only reusable cup that reduces and recycles. The rCUP is a sustainable solution to the plastic and paper takeaway coffee cup.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.ethicalsuperstore.com\/blog\/recycling\/brand-story-rcup\/","og_locale":"en_GB","og_type":"article","og_title":"Brand Story: rCUP - Ethical Blog from Ethicalsuperstore.com","og_description":"The rCUP is the only reusable cup that reduces and recycles. The rCUP is a sustainable solution to the plastic and paper takeaway coffee cup.","og_url":"https:\/\/www.ethicalsuperstore.com\/blog\/recycling\/brand-story-rcup\/","og_site_name":"Ethical Blog from Ethicalsuperstore.com","article_published_time":"2020-06-15T11:02:57+00:00","article_modified_time":"2020-06-16T14:20:57+00:00","og_image":[{"width":720,"height":340,"url":"https:\/\/www.ethicalsuperstore.com\/blog\/wp-content\/uploads\/2020\/06\/e-blog-rcup-1.jpg","type":"image\/jpeg"}],"author":"Peter Leatherland","twitter_card":"summary_large_image","twitter_creator":"@ethicalstore","twitter_misc":{"Written by":"Peter Leatherland","Estimated reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.ethicalsuperstore.com\/blog\/recycling\/brand-story-rcup\/#article","isPartOf":{"@id":"https:\/\/www.ethicalsuperstore.com\/blog\/recycling\/brand-story-rcup\/"},"author":{"name":"Peter Leatherland","@id":"https:\/\/www.ethicalsuperstore.com\/blog\/#\/schema\/person\/13882774b26c2b290f4498327d2053e9"},"headline":"Brand Story: rCUP","datePublished":"2020-06-15T11:02:57+00:00","dateModified":"2020-06-16T14:20:57+00:00","mainEntityOfPage":{"@id":"https:\/\/www.ethicalsuperstore.com\/blog\/recycling\/brand-story-rcup\/"},"wordCount":300,"commentCount":0,"image":{"@id":"https:\/\/www.ethicalsuperstore.com\/blog\/recycling\/brand-story-rcup\/#primaryimage"},"thumbnailUrl":"https:\/\/www.ethicalsuperstore.com\/blog\/wp-content\/uploads\/2020\/06\/e-blog-rcup-1.jpg","keywords":["Minimise Waste","recyclable","Recycle","recycling","reusable","reuse and recycle","Sustainability","sustainable"],"articleSection":["recycling"],"inLanguage":"en-GB","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.ethicalsuperstore.com\/blog\/recycling\/brand-story-rcup\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.ethicalsuperstore.com\/blog\/recycling\/brand-story-rcup\/","url":"https:\/\/www.ethicalsuperstore.com\/blog\/recycling\/brand-story-rcup\/","name":"Brand Story: rCUP - Ethical Blog from Ethicalsuperstore.com","isPartOf":{"@id":"https:\/\/www.ethicalsuperstore.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.ethicalsuperstore.com\/blog\/recycling\/brand-story-rcup\/#primaryimage"},"image":{"@id":"https:\/\/www.ethicalsuperstore.com\/blog\/recycling\/brand-story-rcup\/#primaryimage"},"thumbnailUrl":"https:\/\/www.ethicalsuperstore.com\/blog\/wp-content\/uploads\/2020\/06\/e-blog-rcup-1.jpg","datePublished":"2020-06-15T11:02:57+00:00","dateModified":"2020-06-16T14:20:57+00:00","author":{"@id":"https:\/\/www.ethicalsuperstore.com\/blog\/#\/schema\/person\/13882774b26c2b290f4498327d2053e9"},"description":"The rCUP is the only reusable cup that reduces and recycles. The rCUP is a sustainable solution to the plastic and paper takeaway coffee cup.","breadcrumb":{"@id":"https:\/\/www.ethicalsuperstore.com\/blog\/recycling\/brand-story-rcup\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.ethicalsuperstore.com\/blog\/recycling\/brand-story-rcup\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.ethicalsuperstore.com\/blog\/recycling\/brand-story-rcup\/#primaryimage","url":"https:\/\/www.ethicalsuperstore.com\/blog\/wp-content\/uploads\/2020\/06\/e-blog-rcup-1.jpg","contentUrl":"https:\/\/www.ethicalsuperstore.com\/blog\/wp-content\/uploads\/2020\/06\/e-blog-rcup-1.jpg","width":720,"height":340,"caption":"woman holding rCUP"},{"@type":"BreadcrumbList","@id":"https:\/\/www.ethicalsuperstore.com\/blog\/recycling\/brand-story-rcup\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.ethicalsuperstore.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Brand Story: rCUP"}]},{"@type":"WebSite","@id":"https:\/\/www.ethicalsuperstore.com\/blog\/#website","url":"https:\/\/www.ethicalsuperstore.com\/blog\/","name":"Ethical Blog from Ethicalsuperstore.com","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.ethicalsuperstore.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Person","@id":"https:\/\/www.ethicalsuperstore.com\/blog\/#\/schema\/person\/13882774b26c2b290f4498327d2053e9","name":"Peter Leatherland","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/secure.gravatar.com\/avatar\/764997a9f7749cd3e0af0c6793596efc7b59f107d07c2e2b1292fa302e38ecdd?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/764997a9f7749cd3e0af0c6793596efc7b59f107d07c2e2b1292fa302e38ecdd?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/764997a9f7749cd3e0af0c6793596efc7b59f107d07c2e2b1292fa302e38ecdd?s=96&d=mm&r=g","caption":"Peter Leatherland"},"sameAs":["http:\/\/www.ethicalsuperstore.com","https:\/\/x.com\/ethicalstore"],"url":"https:\/\/www.ethicalsuperstore.com\/blog\/author\/peterl\/"}]}},"_links":{"self":[{"href":"https:\/\/www.ethicalsuperstore.com\/blog\/wp-json\/wp\/v2\/posts\/10625","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ethicalsuperstore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ethicalsuperstore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ethicalsuperstore.com\/blog\/wp-json\/wp\/v2\/users\/39"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ethicalsuperstore.com\/blog\/wp-json\/wp\/v2\/comments?post=10625"}],"version-history":[{"count":4,"href":"https:\/\/www.ethicalsuperstore.com\/blog\/wp-json\/wp\/v2\/posts\/10625\/revisions"}],"predecessor-version":[{"id":10634,"href":"https:\/\/www.ethicalsuperstore.com\/blog\/wp-json\/wp\/v2\/posts\/10625\/revisions\/10634"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ethicalsuperstore.com\/blog\/wp-json\/wp\/v2\/media\/10626"}],"wp:attachment":[{"href":"https:\/\/www.ethicalsuperstore.com\/blog\/wp-json\/wp\/v2\/media?parent=10625"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ethicalsuperstore.com\/blog\/wp-json\/wp\/v2\/categories?post=10625"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ethicalsuperstore.com\/blog\/wp-json\/wp\/v2\/tags?post=10625"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}