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Starting in March 2018, Starbucks is committing $10M in partnership with Closed Loop Partners and its Center for the Circular Economy to establish a groundbreaking consortium to launch the NextGen Cup Challenge. This is the first step in the development of a global end-to-end solution that would allow cups around the world to be diverted from landfills and composted or given a second life as another cup, napkin or even a chair – anything that can use recycled material.