The Music Industry Has a Plastic Waste Problem. Can This ‘Ugly’ Cup Solve It?

Scan the ground after any given concert or music festival and one thing you’re almost certain to see is a scattering of empty plastic cups. According to a 2024by environmental advocacy agency Upstream, the live-event industry creates over 4 billion single-use cups that end up in landfills every year in North America alone. It doesn’t have to be this way — and reuse company r.World wants to lead the change.

At the center of this movement is the plastic cup itself. Good for 300 uses, r.Cups are made of thick plastic designed and manufactured to r.World specifications that Martin says “overhauled” the manufacturing process of a standard single use cup. Made in the United States to minimize carbon emissions from shipping, each cup is slapped with the words “please return our cup to an r.cup bin,” and when a cup reaches its maximum number of uses, it’s upcycled into other r.World products.

Cups are collected in yellow bins that sit alongside garbage cans and recycling containers at venues, then brought to an r.World-owned wash hub facility. These hubs are built in economically depressed areas of any given city to help spur the economy, and are where cups are washed and inspected, largely staffed by people living in halfway houses or who are getting back on their feet after getting out of prison.

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