Starbucks has decided to tackle the effect of coffee cup waste by partnering with Closed Loop Partners to create a more sustainable solution, according to Starbucks' newsroom. Starbucks is committing $10 million in a partnership with Closed Loop partners and its Center for the Circular Economy to launch the NextGen Cup Challenge. The goal is to develop a global end-to-end solution that will allow cups to navigate away from landfills, and instead give them a second life as something else by being recycled. Colleen Chapman, vice president of Starbucks global social impact overseeing sustainability said, "...We are declaring a moon shot for sustainability to work together as an industry to bring a fully recyclable and compostable cup to the market, with a three-year ambition." Starbucks continues its industry research in its efforts to deliver on its goal for a greener cup. Its paper cups are currently made with 10 percent post-consumer recycled fiber.