Starbucks offers $10M for an idea to recycle or reuse its cups

The coffee chain recently announced a partnership with sustainability and environmental organizations geared toward helping come up to a solution it’s failed to achieve thus far.

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Though this week’s “Crystal Ball” Frappuccino from Starbucks comes in an average plastic cup, the company is promising different containers will come.

What do the Mystical Sparkles Mean? It remains to be seen. Something is Coming, on Thursday March, 22nd, come and have your fortune told with Our New Crystal Ball Frappuccino! Will you have Adventure, Magic, Or Luck? There’s only one way to find out. [ #crystalball #magic #starbucks #starbucksfrappuccino #simpsonvillestarbucks #frappuccino #crystalballfrappuccino ]

A post shared by Starbucks Simpsonville☕️🔮 (@simpsonvillestarbucks) on

On Monday, the coffee chain announced that it would increase its initiative to make its cups reusable or recyclable—and it’s pledging $10 million for the next big idea to help it do just that.

In the past, Starbucks has promised a similar sustainability effort, but has fallen short so far.

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