Boosting Cup Recycling in Scotland
#TakeItBack – Boosting Cup Recycling in Scotland with Keep Scotland Beautiful
Single-use cups remain a major environmental challenge, especially in busy areas like city centres and transport hubs. Although many disposable cups are technically recyclable, they often end up in general waste due to limited infrastructure and low public awareness. In response, the National Cup Recycling Scheme (NCRS) partnered with Keep Scotland Beautiful to launch Take It Back—a pilot campaign in Glasgow and Dundee designed to increase cup recycling through improved access, strong business collaboration, and public education.
The challenge
Recycling on the go can be confusing. A recent survey found that 59% of people cited confusion or a lack of information as key barriers to recycling their takeaway cups. Without clearly marked recycling points or consistent messaging, even environmentally conscious consumers may dispose of cups incorrectly.
The #TakeItBack Campaign
Launched in July 2024, Take It Back began as a partnership between NCRS and Starbucks, later joined by Costa, Greggs, Caffè Nero, McDonald’s, Pret A Manger, and both city councils. The campaign aimed to make cup recycling more convenient and visible for the public.
Key campaign features included:
- 121 participating stores offering in-store cup return points
- Directional signage and window stickers to guide customers
- Digital promotions and local advertising across Glasgow, Dundee, and on the Glasgow Subway
- Cross-brand participation, allowing cups to be returned at any participating store
Partnership with Keep Scotland Beautiful
In tandem, NCRS worked with Keep Scotland Beautiful to enhance recycling infrastructure and deliver education-focused outreach:
- Dedicated cup recycling bins were placed in high-footfall areas
- Local businesses were encouraged to install in-store cup collection points
- Community engagement campaigns educated residents and visitors on proper cup disposal
- Impact tracking, including bin audits and surveys, helped measure success
Impact and results
The combined initiatives achieved strong results:
- 35% increase in cup recycling in participating areas within six months
- 12% reduction in single-use cups found in general waste
- 27% of people surveyed said they returned a cup for recycling, 10% of whom returned it to a different store
- 70% of respondents reported feeling more confident about how to recycle cups correctly
- Contamination levels decreased, thanks to clearer signage and messaging
Why it matters now
Following the UK government’s decision to remove mandatory take-back requirements under Extended Producer Responsibility (EPR) changes, voluntary initiatives like Take It Back are more important than ever. As Paul Wallace, Campaigns and Social Innovation Manager, explained:
“We want people to enjoy hot drinks on the go while making sustainable choices. Take It Back empowers customers to return their single-use takeaway cups to stores for recycling, helping to cut down on waste across Scotland.”
Hannah Osman, National Cup Recycling Manager at Valpak, added:
Looking ahead
Building on this success, NCRS and Keep Scotland Beautiful are exploring ways to scale the initiative across more regions, focusing on:
- Expanding cup collection infrastructure
- Increasing business participation
- Deepening public awareness of recycling practices
Get involved
Businesses, local councils, and retailers can all play a role in scaling up cup recycling. Join the National Cup Recycling Scheme to help reduce cup waste and make recycling easier for everyone.
Get in touch with us to learn more or discuss how your organisation can get involved.
