Giannis Christakopoulos | Founder and Director
Interview given to Ms Maria Louisa Vafiadaki
-Please introduce us to Refeelme. What is your main cause and what type of services do you provide as part of the reusable chain ?
Refeel me is a start-up company founded in 2021. Our main objective is implementing the resusable cup system to replace disposable plastics wherever possible.
We provide high-quality, custom-branded cups to our partners, along with a range of services as part of the reusable chain. To encourage customers’ active role in the reusable system, we help our clients implement a deposit-return-scheme (also called DRS). Customers are charged a deposit (usually €1) for their cup on their first drink, which is the first step of the customer loop. This deposit is meant to add extra value to the cup, so it won’t get thrown away but instead either gets returned for a refund or taken home by the user. The second step is where the user reuses the cup for their next drinks and this is where we start seeing the environmental impact.
In cases of large events or the lack of washing infrastructure on our partner’s side, we collect the used cups to wash them using our specialized washing service and along with the unused cups we store them until our partners next need them. So, this completes the cup’s long loop and the circularity of the system.
-What are the benefits of reusable plastic cups from an economic, social and environmental perspective ?
Until today, disposable plastics were widely used in music festivals, stadiums, trade shows, beach bars and catering services. So this is the market that can benefit from the reusable cups. In corporate terms, reusable cups are a big part of companies’ CSR strategies today and of essential importance.
Companies make use of tremendous amounts of disposable plastics so this can make a huge environmental impact and really make a difference, so they need to start thinking towards that direction. It is already proven from studies that this is the environmentally optimal solution and there are more and more cases of multinational food and beverage companies transitioning to reusable plastic cups.
-Can you briefly mention some insights on pricing ?
We try to keep our prices as low as possible, to the point that they can create a revenue stream for our partner through the deposit scheme which is an important aspect of the deal.
-Can you mention some example where you have seen reusable cups being used ? What trends does it showcase ?
During my time in Barcelona in 2015, I first saw reusable cups being used in events and festivals of all sizes, including Primavera, which has used reusable cups since its first edition in 2001. Since then, I have noticed a growing trend of festivals and events worldwide adopting reusable cups. For example, Glastonbury Festival in the UK has also implemented a reusable cup system, and more and more events are starting to follow suit. This trend showcases a growing awareness and commitment to sustainability in the events industry, and a shift away from the use of single-use plastics.
-Why do you think it has not been implemented in Greece until today ?
Since 2015 and up until when we started in the spring of 2020 I have been constantly wondering the exact same question. I now believe it’s down to the difficulty of introducing a new concept in a market that has been reliant on disposable plastics for so long and their perceived convenience and the risk of it not getting embraced by your targeted partners or the end users. Another challenge is the need for a shift in the mindset of both businesses and consumers towards sustainability and circularity.
-Which countries are best practice in this sector ?
Reusable plastic cups have gained popularity in recent years, particularly in European countries where they are considered best practice. Spain is a notable example, with reusable cups being widely used at festivals and events and with initiatives such as "No More Plastic" being implemented to reduce plastic waste. The United Kingdom, Germany, and many Northern European countries have also been active in promoting reusable cups as part of their sustainability efforts.
-Recently, ADD Festival abolished single-use plastic cups. How is this translated and which trend does it showcase ?
Last year, ADD Festival became the first major Greek festival to eliminate disposable cups and adopt our reusable cup system. This was a significant step towards reducing plastic waste and promoting sustainability. By using our system, we were able to save thousands of disposable cups, which translated into a substantial reduction in plastic waste.
Moreover, this move had positive financial implications for the festival. The organization covered the cost of buying the reusable cups and also made a profit while keeping more than 50% of their stock for future use. It is worth noting that they had a deposit of 2 Euros for each cup, which allowed them to generate a substantial profit. It showcases the increasing movement among event organizers in Greece towards sustainability and environmental consciousness.
-How do you plan to promote this initiative ?
Our goal is to spread awareness about the benefits of reusable plastic cups and how they can help reduce plastic waste. We plan to achieve this through active collaboration with events, festivals, and other organizations, as each collaboration helps to drive impact and promote our business idea to thousands of people. We're also in the process of developing a website and social media presence to reach a wider audience. We're taking it one step at a time, but we're confident that as more people see the benefits of reusable cups, our initiative will continue to grow and gain momentum.
-Is there an allegory behind reusable cups? Apart from the obvious environmental impact, is there a greater symbolism ?
As a user, when I was firstly introduced to the idea of reusable plastic cups, I thought that good practices are sometimes just a good idea far from getting materialized. Reusable cups are the product and the deposit scheme is the key idea to create multiple benefits and generate value for both companies and end users. The whole idea symbolizes a shift in our values and priorities, and represents a conscious effort towards sustainability and responsibility
Thank you.