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Following proactive engagement with the media CupCycling attracts 25 million TV viewers, 12 million radio listeners, over one hundred articles across print and online with a readership of more than one billion.

HRH The Prince of Wales and secretary of state for the environment, Michael Gove, joined leading industry experts at the James Cropper mill to discuss the creation of value from waste.

CupCycling attracts 411,000 views over social networks and 11,000 new visitors to jamescropper.com.

Growing awareness is creating significant new business opportunities such as Extract for leading UK paper merchant G F Smith, and creation of paper for Selfridges' iconic yellow shopping bag.