Waste management is not a sexy topic. That just doesn't mesh with the seductive ideas most fans have about elite-level sports. But at a time when every tenth of a degree of global temperature rise brings humanity closer to a world where the survival of the species is at stake, few things are more important than an immediate end to fossil fuel extraction. . Efficiently reduce and eliminate unnecessary waste.
In France, stadium waste releases the equivalent of 10 tonnes of CO2 each year. Furthermore, according to a report published by The Shift Project, 15% of the carbon emissions from the average sporting event in France come from catering-related emissions. Behind the scenes, there are countless organizations playing a vital role in innovating alternative ways to improve operational efficiency and eliminate excess and unsustainable products. As the sports sector continues to focus more and more on environmental sustainability, sports organizations will need to seriously re-evaluate the amount of waste produced at each event and find ways to reduce it.
Founded in 2019, French company Flycup aims to significantly reduce the amount of concession-related waste at live events, while providing new spaces to improve the fan experience and increase brand awareness. We have developed a simple and effective method. The company's relative success in its first five years has attracted a new investor, former San Antonio Spur pitcher Tony Parker, who is perhaps bringing some excitement to the waste management space.
The Marseille-based company already has partnerships with leading sports organizations such as PSG and Olympique de Marseille, as well as major French stadiums such as the Stade de France, Adidas Arena and LDLC Arena. Fry Cup offers two of his products: 'Fly Cup Four Menu' and 'Fly Cup Four Menu' and 'Fly Cup Ford Link'. Simply put, these are recyclable cardboard food and beverage carriers that eliminate the need for extra plastic utensils. An added benefit is that it only requires one hand to hold, allowing fans to enjoy the moment a little more on game day without having to worry about how they're going to get the food and drinks they ordered back to their seats.
According to founder Olivier Rousseau, Flycup was created with two objectives in mind: “to revolutionize the food and fan experience in sports, and to reduce our carbon footprint and waste.” So far, the company appears to be doing just that. Kevin Grenadille, Sodexo Live! Deputy Director of Operations, said of Flycup's impact: “Flycup is part of our efforts to improve the customer experience. Feedback has been very positive, which has allowed us to grow sales while becoming even more environmentally responsible.”
To ensure that products are manufactured in the most sustainable way possible, as well as reducing waste, Flycup's ownership group has made significant efforts to create an environmentally responsible supply chain. I have paid. According to Olivier, all the kraft cardboard used in production comes from FSC forests, meaning the company does not contribute to deforestation of any kind. Additionally, Flycup does not use plastic film during manufacturing and uses plant-based inks for writing and coloring. As a result, the products are sourced and produced from factories in France and transported to our partner sports organizations and venues.
Despite the company's relative success and the addition of star power in Tony Parker, the six-man Flycup team refuses to rest on its laurels. Olivier says the company is already working on a new range of zero-waste packaging solutions, which it calls the second phase. The prototype will be made from reusable plastic and is expected to be completed in June. In contrast to the recyclable cardboard food and beverage carriers currently produced by the company, Stage 2's plastic models will be used on match days and then returned by fans in appropriate containers at the stadium. It's planned. Once the event is over, the plastic carrier is cleaned and prepared for reuse at the next event.
The final stage of Flycup's waste management plan is to introduce its own containers at the stadium to collect event waste. These containers will also serve as advertising space, and Olivier and his team will embed them with awareness slogans and environmentally friendly behavioral change guidelines.
In just five years, two of which were during the COVID-19 pandemic, Flycup has achieved great acclaim in France. Working with several top sports organizations, Olivier claims the company has contributed 18% to game-day menu upsells, and says the product's convenience allows consumers to buy more food and drink. Stated. According to an independent Flycup product lifecycle assessment conducted by SAMI, Flycup reduced the catering carbon footprint of the venues it works with by 28%, while providing a new space (carrier aspect) for the brand to stand out. Julien Germier, Senior Sponsorship Manager at PSG, attests to this, saying: “The Fly Cup is all about creative and innovative initiatives.The objective for the club is twofold: to provide new visibility for our partners and an enhanced consumer experience for our spectators. is.”
Having achieved success in France, Flycup is now looking beyond its borders to the world's largest sports market, the United States. It remains to be seen if there will be interest in the product, but the French company needs to focus on scalability first. When asked about the product's scalability, Olivier said, “We are asking ourselves this question.” He noted that to stay true to the company's sustainability vision, “you can't produce in France and ship to the United States,” calling the idea “nonsense.”
With a major tournament being held in the US for the third consecutive summer in addition to regular concerts and American sports leagues, there appears to be plenty of space in the market for Flycup to take advantage of. Mr. Olivier is optimistic that Mr. Parker's addition has increased the credibility and profile of the French startup. Now, the question is whether Flycup's new star power can popularize it and help reduce U.S. sports' carbon footprint.
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