The betacup was founded in May 2009, as an open design initiative, to reduce the number of non-recyclable cups that are thrown away every year by creating a more convenient alternative to the reusable coffee cup. We decided that while we might have a few good ideas, lots of talented people drink coffee everyday and they might have thought about this problem too. So we came up with the betacup challenge as a way to get a lot more of us working on the problem. We are officially launching an online contest to engage creative thinkers in solving the disposable cup waste problem through an open collaboration contest. Starbucks Coffee Company is sponsoring the contest as part of its aim to serve 100 percent of its hand-crafted beverages in reusable or recyclable cups by 2015.