G F Smith chose to work with James Cropper because they are the best at what they do in this sector. CupCycling is a true innovation and we work with innovators.

Globally CupCycling can have a massive impact on the world. James Cropper are the only company in the world that takes paper cups, takes the plastic out of them, and actually allows us to make beautiful product.

The process of working with James Cropper in launching Extract took about a year, all in all. It’s a complete range of 10 colours, colours of tranquillity, taking you to a place or relaxation.

Extract is a little bit of a game-changer for G F Smith, it’s going to grow and grow and grow.

Everything we do as a brand, working with James Cropper, to disrupt the market. We all have to be innovators, we all have to be disrupters.

James Cropper are an idyllic partner for G F Smith, they understand that we are the market leaders in specialist paper all around the world, so they listen to us, they work with us and we work very closely with their technology department and their innovation.