Chris Baker is the European General Manager of KeepCup, known worldwide for its bright, bold and instantly recognisable reusable cups. KeepCup encourages reuse by delivering sustainably made products that are fit for purpose, and strives to make a difference to how we think about convenience culture. Chris was a founding member of TerraCycle Europe – global leaders in ‘recycling the non-recyclable’ and one of the fastest growing environmental companies in the world. As a disrupter in the recycling world for nearly a decade, Chris has in-depth knowledge of the issues faced by the industry and understands the urgent need to reduce consumption. Previously, Chris worked on sustainable packaging for food giant Kraft Foods, building on experience in product design, manufacturing and packaging technology.