Huhtamaki and Stora Enso have joined forces to launch a new paper cup recycling initiative, The Cup Collective. The programme, which is the first of its kind in Europe, aims to recycle and capture the value of used paper cups on an industrial scale. Initially the programme will be implemented across the Benelux. With the aim of setting new standards for paper cup collection and recycling in Europe, The Cup Collective has issued an open invitation for partners from across the supply chain to get involved in working towards a systemic European solution. The EU has set recycling target for paper and board packaging of 85% by 2030. Paper cups are recyclable but need to be collected before they can be turned into new paper products. The Cup Collective initiative will create the necessary collection infrastructure to significantly increase the recycling rate of wood-fiber in paper cups.