My Biggest Mistake
Larissa Ham

My biggest mistake: Abigail Forsyth, co-founder of KeepCup

Authors
Larissa Ham
Sales
5 minute Read

It’s been a wild old ride since Abigail Forsyth co-founded KeepCup in 2009, with more than 10 million of the reusable cups sold in 65 countries.

In 2017, the team had to hold on for dear life when business doubled overnight after an episode of the ABC program War on Waste looked at the environmental impact of single-use coffee cups.

But the opposite happened when the pandemic hit, with sales immediately plummeting by half as many cafes banned the cups, and caffeine habits changed due to remote working.

The worst bit? The business didn’t get its new, pandemic-proof product, the KeepCup Bottle, out fast enough.

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