The first KeepCups were sold to coffee-loving Melbournians in 2009 at an independent design market. Right away people recognised KeepCup as the solution to a problem they were concerned about – single-use packaging and the volume of waste entering the environment. The reuse movement grew from there, consumer driven with the endorsement and support of the café and roaster community.

The goal was always to kick start behaviour change, from discard to reuse – to deliver a positive global campaign that would change the status quo. Today, KeepCup has grown to define a product category.

KeepCups are now used in more than 75 countries around the world and users, or reusers, divert millions of disposable cups from landfill every day. Their actions inspire others to do the same.