Globally, the production of over 500 billion single-use plastic and paper cups annually results in a staggering environmental burden, particularly with more than 1 million tons of waste attributed to plastic lids alone. This excessive waste significantly contributes to environmental pollution and landfill overflow, highlighting a critical need for sustainable solutions in the beverage industry.

The Good Cup™ introduces a revolutionary approach to mitigating this issue with its patented paper cup design. Featuring an integrated top flap that folds and locks, this design eliminates the necessity for plastic lids. Constructed using a certified plastic-free, aqueous-based coating, The Good Cup™ is not only recyclable in the standard paper stream but is also home-compostable. Free from PE (Polyethylene) coating, it is an eco-friendly alternative with multiple international accolades, including the Red Dot Award, iF Design Award, German Design Award, and TIME Best Inventions 2023, affirming its innovative and sustainable design.

zero.by.fifty has played a crucial role in scaling The Good Cup™ through strategic customer development and partnership initiatives. By integrating The Good Cup™ into zero.by.fifty's Coffee RenewLab, the partnership promotes a fully sustainable coffee experience. This collaboration not only enhances The Good Cup™'s market presence but also aligns with zero.by.fifty’s mission to foster environmentally responsible practices and innovations across industries, propelling the shift towards more sustainable consumption habits.