Ep 84 Abigail Forsyth: The KeepCup Story - Leading the Reusable Cup Revolution

In this episode of The For Love & Money Podcast, I speak with Abigail Forsyth OAM, co-founder and Managing Director of KeepCup—the company that kickstarted a global revolution in reusable coffee cups and helped change the way we think about single-use packaging.

From her early days as a lawyer to co-founding a bustling Melbourne café chain with her brother Jamie, Abigail shares how a growing discomfort with packaging waste led to the creation of KeepCup—the world’s first barista-standard reusable cup. We explore the highs of fast growth, global expansion, and viral adoption, as well as the confronting challenges brought on by COVID, shifting market narratives, and scaling a purpose-led organisation.

This is a raw and honest conversation about entrepreneurship, purpose, leadership, and the tension between impact and profitability. Abigail’s insights are as grounded as they are galvanising—and essential listening for anyone building a values-based business that aims to drive real change.

👤 About Abigail Forsyth

Abigail is a leader in the global campaign to promote sustainability.

Known worldwide for its bright, bold and instantly recognisable reusable cups, KeepCup is a global campaign for reuse. Since launching the world’s first barista-standard reusable cup in 2009, KeepCup is now embraced by reusers the world over, diverting millions of single-use cups daily.

KeepCup is in business for better - a certified B Corporation, living wage employer and member of 1% for the Planet, donating at least 1% of global revenue to environmental causes.

Following a successful career as a solicitor, Abigail and her brother Jamie set up their own chain of cafes across the city. Alarmed by the amount of disposable packaging being wasted, Abigail started her search for a more sustainable and environmentally conscious way to serve food, and the concept of KeepCup soon became a reality.

Abigail has been honoured with an Order of Australia Medal in the General Division, for her years of outstanding service to sustainable design on the Queens Birthday list for 2021.

Abigail has opened offices and warehouses in Australia and the UK, and set up hub operations in the USA to service growing consumer demand in over 76 countries around the world, but the business has stayed loyal to its roots. KeepCup’s HQ is located in the Melbourne suburb of Clifton Hill, where Abigail lives with her family.

 

🔍 In This Episode We Explore:

• Abigail’s leap from law to entrepreneurship
• The inspiration behind KeepCup and how it found early traction
• How KeepCup became a global lifestyle brand with a loyal tribe
• Navigating major setbacks—from COVID to cultural backlash
• Why profitability is vital to sustaining purpose
• Leadership lessons learned through growth, failure and recovery
• The evolution of KeepCup from innovation to lifestyle
• The launch of their new campaign, #SipCheck

🔗 Links & Resources

🌐 KeepCup: keepcup.com

📸 KeepCup Instagram: instagram.com/keepcup

🔗 Abigail Forsyth on LinkedIn: linkedin.com/in/abigail-forsyth-68886211

💡 The Cause Effect (Carolyn’s consultancy): thecauseeffect.com.au

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