Betacup—a project founded in 2009—hopes to find a solution to the 58 billion non-recyclable coffee cups that get thrown away every year. Since Starbucks probably accounts for 57 billion of those—they are sponsoring Betacup’s contest to redesign the coffee cup.
We are not just talking about an updated graphic treatment and fancy new lid—we are dealing with a complete rethink on the concept of a portable coffee cup.
