NIVA partners with R.Cup to reduce single-use plastic at live music events

The National Independent Venue Association (NIVA) in the US has partnered with R.Cup, a sustainable company that provides reusable cups to help reduce the reliance on single-use plastic at concerts.

R.Cup is a full-service reuse system that provides different types of cups and containers, collection bins, delivery and pick-up logistics, sanitising services, programme training and more.

After each event, R.Cup collects, washes, sanitises and inspects the cups before repackaging them to be used again. The company has helped to eliminate two million tons of CO2 emissions in over 90 cities and 30 states across the US, and 12 countries.

According to R.Cup, in North America alone, the live event industry contributes over four billion single-use and disposable cups annually to landfill.

NIVA members in Denver, Seattle, and soon Los Angeles and Milwaukee, will be able to utilise R.Cup’s services rather than using disposable cups and containers at their venues.

Through the partnership, R.Cup will also donate $0.01 to the National Independent Venue Foundation (NIVF) for every cup utilised by a NIVA member.

Cody Cowan, chief operating officer of NIVA, said: “NIVA is uniquely positioned to encourage our members to adopt sustainable practices, in particular to reduce single-use plastics through this innovative program.

“Not only does this program align with our green initiatives, it helps raise funds for our organisation so we can continue our work supporting independent music and comedy venues in communities across America.”

Michael Martin, chief executive and founder of R.Cup, added: “We’re thrilled to be partnering with NIVA to accelerate reuse with their vast network of independent venues and promoters.

“Together, we’re helping NIVA members reduce their environmental impact while also raising funds for the NIVA Foundation. With around 1,000 members, the environmental impact potential is huge by bringing reuse to many of these legendary, historic and beloved venues across the US.”