Whitbread owned coffee brand Costa has become a part of paper cups recycling scheme Simply Cups.
The scheme will help Costa recycle paper beverage containers used in its concessions in places like universities and office buildings.
Word of the move came at a member event held by the scheme late last month, which other members – such as John Lewis, Solo Cup Europe and Huhtamaki – attended, as did organisations like Keep Britain Tidy.
Simply Waste Solutions and Closed Loop Environmental Solutions have come together to create Simply Cups: an initiative to give cup makers, supply chain members and food and drink outlets a system for collecting and recycling cups.
This is said to bring down operating costs as well as boost green credentials for members.
"Costa is delighted to join the Simply Cups partnership as part of our wider commitment to explore innovative ways to take a holistic approach towards a sustainable life cycle of our cups," said Costa energy and environment manager, Ollie Rosevear.
He noted that the coffee brand has just brought out a fresh cup which is designed to bring down how hot the cup seems on the outside, through even heat distribution.
The cup means people's hands don't get too warm when they hold their drink – meaning there's no need for an extra sleeve or to use double cupping, he explained.
"Costa is always looking for new innovations, partnerships and collaborative efforts to lead the way in developing sustainable solutions to reduce the impact of our cups on the environment. Our membership of Simply Cups is a great example of this ongoing work," Mr Rosevear said.
Peter Goodwin, from Simply Cups, has encouraged organisations playing a part in hospitality, catering and drinks to become part of the new scheme.
It is available in the Thames Valley and M25 region at present with national expansion forecast.
Berkeley Scott is a specialist recruitment agency to help source hospitality recruitment jobs.