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Starbucks Launches Open Platform to Solve Waste Issue

Original Source: http://www.sustainablelifemedia.com
Original Publication Date: March 30, 2010

March 30, 2010 – In an effort to reach its goal of serving 100 percent of its beverages in reusable or recyclable cups by 2015, Starbucks is sponsoring an open collaboration contest called betacup to engage public talent in solving the world’s disposable cup problem.

It takes 20 million trees and 12 billion gallons of water to manufacture the 58 billion paper cups that end up as unrecycled waste each year.  Starbucks receives more comments from customers about reducing paper cup waste than any other environmental issue.  Understanding they cannot solve the issue alone, the company is seeking innovative solutions from the betacupcommunity.

The betacup contest is different than most in that ideas are open to the public through jovato.com, where they are subjected to positive online collaboration through feedback and ratings.  Submitters are asked to consider product design – how their ideas will reduce paper cup waste, communications- incentives to change consumer behavior, and if their idea will utilize existing capabilities or require new technologies.

Shaun Abrahamson from betacup co-founding group Colaboratorie Mutopo said that although finding the solution will be a challenge, “we think this is an ideal task to present to a large global community of coffee drinkers, many of whom have likely thought about this issue and possible solutions.”

Starbucks Director of Environmental Impact, Jim Hanna, is looking forward to reviewing the ideas: “In addition to working with local municipal governments, materials suppliers and cup manufacturers to improve recycling infrastructures, we believe in harnessing the creativity of environmentally conscious individuals to identify new alternatives.”

The contest begins this week on April 1^st and ends on June 15^th.  Contributors are encouraged to submit ideas early so they can benefit from extra discussion and feedback.  The winning idea will be decided by an expert panel and will receive $10,000 awarded by Starbucks. Additionally, the five runners up ideas based on betacup community ratings will receive $2000 each.

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