Three years after the Danish city of Aarhus launched an ambitious initiative to reduce the use of disposable coffee cups, the program has made a significant environmental impact. To date, more than three-quarters of a million coffee cups have been reused, highlighting a shift in consumer behavior toward sustainability. The initiative has also provided financial incentives, with €514,000 paid out in the form of 70-cent rebates to consumers who return their cups to designated depositories scattered throughout the city.
At the heart of this initiative is Reusable, a government-backed company responsible for distributing thick, reusable plastic coffee cups and lids to local cafés. Consumers who purchase coffee in these cups can return them to large, vending machine-like collection stations installed across the city. Once returned, users receive a rebate on the cost of their coffee, further encouraging participation.
A key turning point in the initiative came from an in-depth waste analysis conducted by Aarhus Municipality. “Through waste analysis, we discovered that 45% of waste in Aarhus came from takeaway packaging,” explained Simon Smedegaard Rossau, project manager for circular packaging at Aarhus Municipality, in an interview with Euro News. Recognizing the significant environmental burden posed by disposable coffee cups, the city sought to implement a long-term, circular solution.
In 2024, Aarhus took its commitment a step further by initiating a three-year trial in collaboration with Reusable and TOMRA, a Norwegian company specializing in automated collection systems. While similar coffee cup return programs exist in other European cities, Aarhus distinguished itself by placing collection stations in open-air locations, prioritizing high-foot-traffic areas such as shopping districts and café-dense neighborhoods. This strategy increased accessibility and convenience, making it easier for residents and visitors to participate.
When the initiative launched, 45 cafés were brought on board to maximize awareness and encourage adoption. A major milestone came during Aarhus Uke, the city’s week-long cultural festival held in September. During the event, all participating concession stands exclusively used Reusable cups, further normalizing their use among festival-goers. By the end of the festival, a staggering 100,000 cups had been returned—an amount equivalent to filling 1,200 curbside trash bins. This large-scale success reinforced the effectiveness of the program and demonstrated its potential for expansion.
Consumer behavior has since shown a notable shift. “We now see shifts in behavior. We see people going with bags full of cups, which means they recycle in bulk, like for cans and bottles,” noted Rossau. “Now we can see the return rate is 88%, which means a cup is reused 44 times.” This high return rate has significant environmental benefits, reducing waste and promoting a circular economy model for everyday consumer goods.
In the three years since the program’s inception, 14 metric tons of plastic have been saved. The success of the initiative has exceeded expectations, with 235,000 more cups used and deposited in the first year than originally anticipated. The next goal for the project is even more ambitious: achieving 1.5 million uses and deposits of the reusable cups.
Looking ahead, Aarhus aims to expand the program beyond its city center. Given the strong participation and growing public awareness, stakeholders are exploring ways to introduce the initiative to suburban communities where many Aarhus commuters reside. Additionally, they hope to broaden the scope of the program to include other types of food and beverage packaging, further reducing overall waste and advancing sustainable consumption practices.
Aarhus’ pioneering approach to reducing takeaway packaging waste is setting an example for other cities seeking innovative solutions to environmental challenges. By fostering behavioral change through incentives, accessibility, and community engagement, the city is proving that sustainability initiatives can be both practical and impactful.
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