Sometimes all it takes is one thought to change the way things are done. And that thought came to Kristina Smithe as she was running the California International Marathon in 2019, grabbing cups of water to stay hydrated. She started to think about how much waste these events can produce. 

On the flight home, she did the math: 9,000 runners, 17 aid stations and something like 150,000 plastic cups used once and thrown away.

That sparked her idea for something more durable — a lightweight, pliable silicone cup that could be used again and again. After working out a design, Smithe ordered her first shipment and tested them at a race in 2021.

Now her business, Hiccup Earth, has 70,000 cups that Smithe rents out to interested races to replace the typical white paper cups that can pile up like snowdrifts at busy water stops.

As she was getting her business off the ground, Smithe emailed race directors to ask if their event used disposable cups.

“The answer was always yes,” she said. Her response: “If you’re looking for a sustainable solution, I have one.”

Now, she rents out the cups by the thousand, driving them to events in massive totes and leaving bins with the company logo for collection after use. Smithe picks up the used cups and washes them in a proprietary dishwasher.

She estimated she’s taken her cups to 137 races and spared 902,000 disposable ones from the landfill. She also says her washing process needs only 30 gallons (114 liters) of water per 1,500 cups. An average efficient household dishwasher uses 3 to 5 gallons (11 to 19 liters) for far fewer dishes.

“It’s just a solution to a problem that’s long overdue,” Smithe said.