After founding r.Cup in 2017 to provide a reuse option for cups at event venues, Michael Martin reimagined the company as r.World in 2023 to develop the “infrastructure and the movement for reuse.” In addition to providing reusable serveware and brainstorming other reuse products, Minneapolis-based r.World has launched wash hubs in every city it serves to sanitize its products. To boost the movement, r.World is focused on creating a national reuse network, partnering with entities like the city of Los Angeles and the White House. “With the model that we’ve designed, we figured out a way to make reuse a revenue generator.”

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