Thankfully, we are all very aware of the effect plastic can have on the environment when used irresponsibly. Plastic is a great material that has a pivotal role to play in today’s society. It can also be widely recycled and reused time and time again: in theory exactly like glass. The issue, and what we need to get better at, is ‘capture and reuse’ and that is what rCUP is all about. Single use plastic is wasteful and often ends up as litter. We need to switch to robust, long lasting, reusable plastic products that can be recycled time and time again.