Kristina Smithe, inspired by the waste generated at the California International Marathon, created Hiccup Earth, a company offering reusable silicone cups for races. Estimating around 150,000 disposable cups were used in the event, Smithe recognized the need for a sustainable alternative. Her company now rents 70,000 durable cups to race organizers, promoting eco-friendliness in an industry heavily reliant on single-use items. Environmental experts highlight the issue of plastic waste and support Smithe's approach, which aims to minimize the ecological footprint of marathons and similar events.
"I was just shocked that, even in California, it's not sustainable," Smithe said. That sparked her idea for something more durable—a lightweight, pliable silicone cup that could be used again and again.
"That's just a small subset of the amount of plastic waste that we produce, but it's a pretty visible one," said Sarah Gleeson, solutions research manager and plastics waste expert.
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