Huskee originally founded as an idea, but what we really wanted to do was solve the issue of takeaway cups and farm waste. There's a nuance to our product in a sense that it's using coffee husk, which is a waste material. We wanted to merge our cup with a new thinking around waste in society in general, and create a system that actually enabled people to move away from single use into a more sustainable way of having their daily cup of coffee.
We're a design-first company. By that, I mean, design is critical. People buy first off design, not off sustainability. We're definitely going to continue investing in IP. We need to. It's our business. As a design-driven company, if we don't protect what we do, then the shelf life of our ideas is much shorter.