FrothStop Group acquires eCup – now FSG eCup

FrothStop Group has welcomed a new brand to the family.

We’re proud to announce that we have acquired eCup Reusable Cups & Systems (eCup), the Adelaide-born business founded by John Maule in 2019.

Where it all began

John and his team have grown an Australian success story, designing and manufacturing their reusable cups in Adelaide. Creating local jobs, driving a circular economy and earning the trust of partners across Australia along the way.

They’ve also led from the front on sustainability. eCup became the first reusable cup brand in Australia to manufacture products from 100% Ocean Bound Plastic reclaimed from over 200 beaches and waterways. This means the raw material for the Penny, Freddie, Mary Lou and Sally cups can be plastic that was actively on a path to becoming ocean pollution. It’s traceable, certifiable, and addresses plastic at the point where intervention actually matters most. It’s a commitment that goes beyond words, and reflects a value we live and breathe: impact beyond profits.

Words from John Maule, eCup Founder

“I’m incredibly proud of what we have built, and excited to see the next chapter of eCup under FrothStop Group. I’m impressed with Todd and his team’s vision, and am confident in the direction they’re taking. The infrastructure, the innovation, the partnerships; it’s everything eCup needs to continue to grow.”

Amplifying the reusable cup capability

Moving forward, the business now operates as FSG eCup, and sits alongside our existing reusable cup business, FSG NickNack. The two businesses are different by design, and stronger for it. FSG NickNack operates as a venue-embedded system and has been in partnership with Optus Stadium since March this year, where over half a million reusable cups have been processed through a fully closed-loop system already. FSG eCup brings local manufacturing, custom design, further sustainability credentials, and a proven events model.

Together, they offer a reusable cup capability, across a range of deployments, like no other in the country.

Words from Todd Meredith, FrothStop Group CEO

“We have a lot of respect for the business John and his team have built. The manufacturing story, the 100% Ocean Bound Plastic credential, the relationships they’ve earned in the market… that only happens with integrity and real dedication. Having both FSG eCup and FSG NickNack under one roof, and building both, is something we’re really excited about. There’s a lot to look forward to.”

Onwards

More to share very soon.

About FrothStop Group

FrothStop Group provides world-leading technology and systems that improve beverage service and reusable cup operations across major venues, events and hospitality environments.

Its brands include FrothStop Group, FSG NickNack, FSG eCup, FSG FrothTech, and FSG RegardMe Quota, each designed to solve a different part of the service and sustainability challenge.