442: How to Lead a Mission-Driven Business with KeepCup Co-Founder Abigail Forsyth

After running a small cafe chain for over a decade, Abigail Forsyth experienced firsthand the amount of packaging waste used in the food and beverage industry. So, in 2008 she co-founded KeepCup and created the world’s first barista standard reusable cup. In the last 15 years, she built KeepUp into a multi-million dollar brand with reusable cups and bottles sold in 65 countries worldwide. Learn how she’s built a mission-driven business and adapted to the changing nature of sustainable products. 

Listen to Nathan and Abigail discuss:


Bringing KeepCup to life while running her cafes

Getting her first B2B order using a shoebox

Why behavioral change is the hardest thing to do

The challenge of having B2B and B2C customers

Scaling internationally and managing a growing team

Becoming one of the first Australian B Corporations

When a TV program doubled orders overnight

The impact of Coivd-19 on the reusable industry 

How to deal with copycats 

And much more on mission-driven business…


Enjoy 25% off KeepCup, available at www.keepcup.com with code FOUNDR25.

The offer is valid until midnight 20th January 2023, and for purchases of up to 10 items, and excludes shipping. Please use ‘Foundr25’ code at checkout. Not to be used in conjunction with any other offer.

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