KeepCup is an Australian company that manufactures reusable coffee cups. The company was founded in 2007 by Abigail Forsyth and her brother Jamie Forsyth after they grew concerned about the volume of single-use coffee cups that they were using in their own chain of Melbourne cafes, Bluebag. They set out to develop a product solution that worked both behind the espresso machine and for customers; not compromising speed of service or coffee quality, while ensuring a better experience for coffee on the go. For this reason, KeepCup is often described as the world's first barista-standard reusable coffee cup.In 2009, KeepCup's aim was to lift reuse rates to 30%. In 2017, this goal was achieved by many of their customers after the ABC TV production War on Waste highlighted the issue of the one billion non-recyclable coffee cups that are sent to Australian landfills every year. With the release of David Attenborough's Blue Planet II and the UK Parliament's Environmental Audit Select Committee recommendation in 2018 to ban disposable cups if they are not recyclable by 2023, public consciousness of the global waste crisis has significantly increased, inspiring KeepCup to campaign harder to remove disposable cups from the public landscape.