News Business & Policy UK Supermarket to Eliminate All To-Go Coffee Cups From Stores By Sami Grover Sami Grover Twitter Writer University of Hull University of Copenhagen Sami Grover is a writer and self-described “environmental do-gooder,” now advising community organizations. Learn about our editorial process Updated October 11, 2018 08:54AM EDT This story is part of Treehugger's news archive. Learn more about our news archiving process or read our latest news. Video screen capture. Waitrose Share Twitter Pinterest Email News Environment Business & Policy Science Animals Home & Design Current Events Treehugger Voices News Archive It would have been nice to know this when I lived in England, but British supermarket Waitrose has long been offering free in-store coffee for its loyalty card customers. While that makes for a nice gesture in terms of customer relations, however, it also generates a lot of unnecessary waste. So as activists urge Starbucks to hurry up with cup recycling, one might also expect brands like Waitrose to seek to get ahead of the game with their own recyclable cups. Not so, however. Waitrose is going one better. By the Fall of 2018, Waitrose will eliminate all single use, disposable coffee cups from its stores. Here's how they explain what's going down: We have committed to removing all takeaway disposable coffee cups from our shops by autumn 2018. As myWaitrose members you will continue to have the option to enjoy a free tea or coffee from your shop’s self-serve machine as a thank you for shopping with us. But in the coming weeks we will be asking you to bring in your own reusable cup, rather than being offered a disposable coffee cup when you go through the checkout. Of course, the ultimate solution to single-use plastics is either to ban them, or tax them so punitively that the cost becomes prohibitive. After all, we're all paying the cost in terms of environmental degradation, so why not shift that payment to the source of the problem? But still, institutional moves like this are making a real difference—both in the amount of plastic being consumed, and in the broader cultural debate about what is and isn't acceptable as a society. And for that, I think we can thank Waitrose heartily.