The GreenCup vision is to replace disposable cups (paper, plastic, styrofoam, etc) with permanent reusable mugs owned by each consumer. How? By giving each link in the chain an incentive. As a consumer, it may be bothersome to carry a personal mug around. However if there is an economic incentive – i.e. a discount whenever the mug is used this bother might be overcome. Some people might just want to do it for simple reason that it’s better for the environment. To create this financial incentive we work with cafés and companies to make the mug cheaper and more recognized. Naturally we constantly work towards keeping it as eco-friendly as possible.