Raise a toast to Boston Tea Party, the high street cafe chain that's just banned single-use coffee cups.
While so-called disposable cups are technically recyclable, their plastic coating makes the process so difficult that only around 0.25 per cent of the 2.5 billion cups we use each year in the UK actually avoid landfill. Besides, of course, the four per cent that end up as litter.
From the start of this month, you'll have three options at BTP: bring in your own mug; buy a lovely biodegradable reusable Ecoffee Cups cup in-store (from £4.25); or take advantage of a refundable deposit scheme whereby you can essentially rent a cup then return it to any BTP cafe and get a full refund.
"The response we've had to the ban is incredible," says Boston Tea Party's Anna Kilcooley in a blog.
"We're proud to be the first and we want others to join us. With your help this can be a movement. We realise this will mean an adjustment in the short term, but hope you agree it's the right thing to do."
A hundred per cent agreement over here.