For the first time in the tradeshow’s history, single-use cups are being swapped for reusable options at Melbourne International Coffee Expo (MICE) 2025.
Instead of single-use cups, Huskee’s latest reuse program, Borrow, will be in full force.
“We’re partnering with MICE organisers to provide our cups to all exhibitors serving hot beverages. Attendees will receive their drinks in a Borrow cup and once they’re done, they’ll drop them in designated bins across the event,” says Michael McFarlane, Huskee Head of Sales and Marketing.
“We’ll collect the cups, wash them, and return them to the exhibitors, fully cleaned.”
According to Michael, Borrow addresses the two main barriers for reuse at scale: customers forgetting their cup and cafés having to wash cups.
“Borrow builds on our years of experience in the reusable space. After promoting BYO and the successful HuskeeSwap program – now with more than 1000 sites registered worldwide – Borrow aims to bring reuse to scale, with the goal of 100 per cent adoption and city-wide implementation,” says Michael.
Borrow is an app-based model in which consumers download the Huskee app, borrow a cup from participating cafés, and have 14 days to return it. Cups can be returned either to the café or to one of the brand’s smart bins, which are placed in various locations such as cafés, corporate buildings, university campuses, and airport lounges.
Huskee then collects the cups from the bins, washes them, and repacks them into reusable tubs for cafés to reorder.
For events, whether open or closed, Michael says the app is optional, but the cups can still be returned through smart bins or regular bins, where they’ll be collected and washed by Huskee.
However, at MICE2025, consumers won’t need to download the app since the event is closed with controlled entry. There will be incentives and rewards to the value of $750 for those who download the app and assign cups before returning, which will be announced closer to the event.
Find out more about MICE and purchase tickets here.
