When Jason Scherr started Think Coffee in Williamsburg in 1995, his goal was to foster community. Eventually, he realized that to scale the business, he would have to offer good-quality, thoughtfully sourced coffee, but he always thought of himself as being in the café business first: Half of all orders were consumed on the premises at one of his 11 locations.
But with the pandemic, to-go orders increased, and Scherr recognized he would have to turn his attention to a problem that had been nagging at him: waste in the coffee industry.
“A commonly understood negative of the coffee cafe business is the disposable cups,” he said.
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