At the FIFA Fan Festival set up in the Fort York area of Toronto, World Cup fans will receive their drinks in reusable cups instead of single-use ones.
Visitors purchasing drinks will be given durable polypropylene cups designed to be used up to 500 times during their lifespan.
After finishing their drinks, fans will return the cups to designated collection points within the venue. This aims to reduce the amount of waste generated at the event.
It is estimated that the 532,000 reusable cups and other equipment provided by Muuse Canada could prevent up to 237,378 pounds of waste.
Scott Morrison, General Manager of Muuse Canada, explained that the system’s flow resembles the order found in cafeterias. He noted that just as leaving plates and cutlery on the table is accepted practice, the return process for cups has been made equally clear and established.
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The publication presents itself as an independent editorial project described as "a magazine, therapy session, and blueprint for a better world." It was also noted that over 120,000 people subscribe to its weekly newsletter.