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ACHIEVEMENTS 11 In our opinion however the overriding success of Simply Cups has been the ability to deliver a transparent credible and financially sustainable solution under which we can facilitate collaboration between competing brands. This has enabled us to access the volume of material required to sustain and ultimately reduce the cost of participation. Collaboration was a strong theme of our second Simply Cups Members event held in London in June 2015 and was recognised by the Manufacturing Commission to which we were invited to provide evidence that contributed to their subsequent report Industrial Evolution Making British Manufacturing Sustainable in which Simply Cups features as a Case Study within the System Redesign section. The judges were won over by the Simply Cups partnership and its successful addition to the UK recycling landscape. Thanks to Simply Cups paper cups can now be recycled in the UK for the first time. And thanks to the companies cost effective technology and innovative partnership approach many of the UKs leading firms are now taking advantage of this new capacity.