Vision and Mission

We’re on a MISSION POSSIBLE to eliminate single-use cups ending up in landfill and with your support, we're one step closer every day.

Our Vision

Through our own actions, with genuine passion, commitment and transparency, we lead, inspire and encourage others to consciously choose REUSE NOT ONE USE. We eat, sleep and breathe a culture of reuse and we lead the change for a better world.

Our Mission

To embed a culture of reuse and eliminate as many single use cups to landfill as possible. We do this by providing consumers with a 'best in class', cost effective, accessible to all, unique, New Zealand made, sustainable alternative to single-use.

IdealCup on beach in Dunedin