FSG eCup: a new member of the FrothStop Group family
Where it all began
Founded in Adelaide by John Maule in 2019, eCup began with a clear goal: to create a better reusable cup for events, festivals and sporting clubs. One that was practical, locally made and genuinely sustainable.
Since then, the business has grown into an Australian success story. Cups are designed and manufactured in Adelaide, supporting local jobs and helping events, festivals and sporting clubs move away from single-use plastic.
eCup was the first reusable cup brand in Australia to manufacture cups from 100% Ocean Bound Plastic reclaimed from more than 200 beaches and waterways before reaching the ocean.
Amplifying the reusable cup capability
FSG eCup now joins FSG NickNack as part of FrothStop Group’s growing reusable cup capability, giving venues and event operators access to a broader range of systems designed around the way they operate.
The two businesses are different by design, and stronger for it.
FSG eCup is built for events, festivals and sporting clubs, offering locally manufactured cups, custom branding and flexible reusable cup systems.
FSG NickNack is built for major venues, providing fully managed, venue-embedded reusable cup systems supported by large-scale collection, washing and logistics. Our partnership with Optus Stadium has already processed over half a million reusable cups through the FSG NickNack fully closed-loop system since March this year.
Together, we offer a reusable cup capability, across a range of deployments, like no other in the country.
Words from John Maule, eCup Founder
“I’m incredibly proud of what we have built, and excited to see the next chapter of eCup under FrothStop Group. I’m impressed with Todd and his team’s vision, and am confident in the direction they’re taking. The infrastructure, the innovation, the partnerships; it’s everything eCup needs to continue to grow.”
Words from Todd Meredith, FrothStop Group CEO
“We have a lot of respect for the business John and his team have built. The manufacturing story, the 100% Ocean Bound Plastic credential, the relationships they’ve earned in the market… that only happens with integrity and real dedication. Having both FSG eCup and FSG NickNack under one roof, and building both, is something we’re really excited about. There’s a lot to look forward to.”
Onwards
Welcome to the family, FSG eCup.
More to share very soon.
About FSG NickNack
FSG NickNack provides fully managed reusable cup systems for major venues and large-scale events.
Its closed-loop model brings together cup supply, collection, washing, sanitisation, logistics and return, helping venues reduce single-use waste and amplify fan experience.
FSG NickNack is part of FrothStop Group. Its brands include FrothStop Group, FSG NickNack, FSG eCup, FSG FrothTech, and FSG RegardMe Quota, each designed to solve a different part of the service and sustainability challenge.
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