Inspiring the world to reduce and reuse with Abigail Forsyth of KeepCup

In this episode, Fiona chats with Abigail Forsyth, co-founder of KeepCup, about the journey from running cafes to creating an iconic sustainable brand. They also discuss aligning business practices with personal and brand values. Tune in!You'll Learn How To:Challenges in creating and marketing a new product in the pre-social media era.The role of sustainability and education in KeepCup’s growth.The impact of major events like the "War on Waste" The importance of trade showsAdvice on dealing with setbacks and scaling a business.The significance of aligning internal values with external messaging.The evolution of consumer behaviour and the rise of customisation.The initial challenges and successes of pitching KeepCupTransitioning from a product business to sustainability advocacy.The importance of maintaining authenticity and sincerity in branding.The importance of value alignment in business decisions and brand loyalty.Get started on a more successful and sustainable small business with our range of free tools at mydailybusiness.com/freestuffGroup Coaching is now open! You can apply at mydailybusiness.com/groupcoachingConnect and get in touch with My Daily BusinessMy Daily Business ShopMy Daily Business Free Weekly Planner A huge thanks to our sponsor #gifted a platform that helps businesses connect with real people creating real content, at a fraction of the time and cost of a traditional campaign. My Daily Business listeners can use code MDB50 at checkout for 50% off their first month, on either monthly plan. Check out #gifted.  Want to get your #smallbusiness sorted in 2026/ 27? Check out our 1:1 business coaching packages from a one-off session to 6-months of coaching.  Want to know more about AI and how to harness it for your small businesS? Join our new monthly AI chat for small business owners. You can join anytime at www.mydailybusiness.com/AIchat Try out my fave AI tool, Poppy AI here and use discount code FIONA.  We also love Descript.  Connect and get in touch with My Daily Business via our shop, freebies, award-winning books, Instagram and Tik Tok.