James Cropper has developed a process to extract cellulose fibre from PE coated paper cups. The cellulose fibre is then used to make high quality paper, the extracted PE coating is used to generate energy, and all the residual fibre and mineral mud is used in agricultural supplements.

Previously, these cups were either disposed of in landfills or burned and only a small amount of them were recycled and reused in low-end products. The cups could not be used by the paper industry because they contained plastic.

In England alone, an estimated 2.5 billion of these cups are disposed of in landfills. James Cropper invested GBP five million in designing and building this plant. The jury also appreciated the ambition of a return on investment in five years.