Founders Jamie and Abigail Forsyth, owners of a café business in Melbourne decided to design and make their own in 2007 – a barista standard reusable cup for people to enjoy better coffee on the go. The goal was always to kick start behaviour change, from discard to reuse – to deliver a positive global campaign that would change the status quo. KeepCup has grown from a solution to a problem, to define a product category. Today, KeepCups are used in more than 65 countries around the world. KeepCup users divert millions of disposable cups from landfill every day, and through their actions inspire others to do the same.