Her Story

Abigail’s commitment to ‘doing the right thing’ manifests itself in all facets of her career. As a young solicitor, Abigail not only practised at a boutique law firm but also volunteered at the Immigration Advice and Rights Centre, providing free legal advice to refugees and immigrants. In 1998, she transitioned away from a legal career to launch Bluebag – a feel-good, healthy sandwich shop chain – with her brother.

Abigail saw firsthand the thousands of used polystyrene coffee cups that her stores disposed of on a weekly basis. She did not want to be complicit in ruining the environment.

One morning, Abigail was heating milk in her daughter’s sippy cup, and imagined how wasteful it would have been had she used a disposable cup instead. Realising that she already discarded coffee cups twice a day, Abigail decided then that something had to be changed – she began devising sustainable methods to serve caffeinated beverages.

This moment provided the genesis for Abigail’s multimillion-dollar idea: the KeepCup – an invention that would encourage the reuse and recycling of coffee cups.

The idea of a reusable coffee cup wasn’t new of course – however neither was it popular. Its unattractive and unsuitable design meant that it simply wasn’t chic to be seen sipping from one.

“We took a big gamble that usability and aesthetics were key reasons for the poor take up of reusables as an alternative to disposable cups.”

Abigail’s gamble definitely paid off! In four years, over three million KeepCups have been sold. KeepCups also enjoy global popularity, selling in 32 countries worldwide.

Ultimately, it was Abigail’s innovative entrepreneurial vision that brought the Keepcup into mainstream use. She continually refined the design prototypes to ensure that it would be something people wouldn’t be ashamed to drink from.

“KeepCup is a simple product whose thoughtful design and clever marketing has given people permission to do the right thing.”

Additionally, not only are consumers happy with the KeepCup’s design but cafes are as well, because it is the world’s first barista standard reusable cup.

Abigail’s devotion to sustainability doesn’t just stop at producing KeepCups: she launched reusehq.keepcup.com, where KeepCup users can measure their impact, which encourages them to continue their good work.

By engaging KeepCup customers in the process of environmental sustainability, Reuse HQ operates at a grassroots level in reducing disposable waste in landfill.

Abigail’s commitment to environmental sustainability was recognised when she was awarded the ‘Victorian HTC Start-Up Award’ at the Telstra Australian Business Awards in 2012. Additionally, the KeepCup has enjoyed international recognition: in the UK at the International Autumn Fair, it was the recipient of the ‘Most Innovative Product Award’, in the US it won the ‘Gourmet Product Award’, and in Germany it was awarded the ‘Red Dot Industrial Design Award’.

All these awards acknowledge the KeepCup’s innovative contribution to environmental sustainability.

But what inspires Abigail to continually do good? Be it volunteering her time to give free legal advice to refugees, or designing environmentally sustainable coffee cups.

Abigail shares Margaret Mead’s words of wisdom to pass onto other business owners who also have altruistic designs:

“Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it’s the only thing that ever has.”

Strategies for Success

1. Unbridled enthusiasm

2. Purpose and persistence

3. Calculated risk

4. The right people in the right place

5. Energy and drive