Stora Enso and Huhtamaki have announced the first partners of their European paper cup recycling initiative. The Cup Collective, a programme founded by Stora Enso and Huhtamaki to capture the value of used paper cups through recycling at an industrial scale, has welcomed its first partners. Read: November 2022 Issue of Food InfoTech Magazine. According to company's press release – the new partners include McDonald's, SSP – The Food Travel Experts, C2 Centre, and the National Railway Company of Belgium (SNCB), all further supporting the initiative's ability to significantly increase paper cup recycling volumes in Europe. The Cup Collective initiative, which is the first of its kind in Europe, aims to recycle half a billion paper cups in Europe within the first two years.