By Mary Tucker | Senior Communications and Content Manager | IAEE
Fill it Forward is committed to reducing single-use waste through innovative, sustainable products, including reusable water bottles made in the USA, such as the Cupanion Bottle and Cupanion Aluminum Bottle, as well as reusable cups and bags. Paired with the Fill it Forward app, each item empowers users to track their environmental impact and contribute to global charitable projects with every scan. By partnering with retailers, companies, universities and events across North America, Fill it Forward has successfully diverted millions of single-use items from landfills, raised substantial funds for global initiatives, and inspired widespread adoption of sustainable practices. Its dedication to innovation, social responsibility, and environmental stewardship drives their mission for a more sustainable and equitable future.
Fill it Forward has achieved its core objectives by championing reuse and sustainability. It has harnessed innovative technology to empower consumers and support impactful charitable initiatives. By providing a diverse range of reusable products, it has successfully diverted over eight million single-use items from landfills and oceans, underscoring its significant role in environmental conservation. The Fill it Forward app is pivotal in this mission, enabling users to track their environmental impact and integrate sustainability into their daily routines. This app not only measures their contributions but also fosters engagement in a culture of reuse.
Moreover, Fill it Forward’s strategic partnerships and charitable collaborations have generated over $1 million in support of clean water projects and other global initiatives. This approach directly connects consumer actions with positive social and environmental outcomes. As a Certified B Corporation, Fill it Forward exemplifies the commitment to driving meaningful change and continuously leads by example in its pursuit of a more sustainable and equitable world.
Fill it Forward has profoundly impacted the industry by championing sustainability and delivering innovative product solutions, diverting over eight million single-use items from landfills and supporting over 500 global giving projects worldwide. As a Certified B Corporation with a score of 131.9 and a member of 1% for the Planet, it has set a high standard for social and environmental performance, influencing best practices across the industry.
Fill it Forward is also proud to be part of the IAEE community, directly supporting partners in its planning, management and production of sustainable events. Its benchmarks focus on sustainability, increasing reuse at events to eliminate single-use waste. It tracks CO2 emissions, energy use, ocean pollution prevention, landfill waste and land use saved.
Fill it Forward’s approach to enhancing and promoting sustainability at exhibitions and earned it the 2024 IAEE Innovative Business Solution Award, which was presented this past December at Expo! Expo! IAEE’s Annual Meeting & Exhibition in Los Angeles, California.
Here, Fill it Forward Account Manager Jennifer Rekunyk shares with IAEE how the company’s innovative reusable products and technology are transforming sustainability practices across North America, while creating measurable environmental impact and supporting global charitable initiatives through their unique scan-to-give model.
Fill it Forward has successfully diverted over eight million single-use items from landfills. Can you walk us through how your tracking system works and how you measure your impressive environmental impact?
Jennifer: Our tracking system is centered around the Fill it Forward app, which connects directly with our line of reusable products. Each bottle, cup, and bag comes with a unique QR code that users can scan every time they reuse it. With every scan, we track key environmental metrics like waste diverted, CO2 emissions avoided, ocean pollution prevented and energy saved. These scans also unlock a donation to one of our charitable partners, linking everyday sustainable actions with meaningful global impact. This simple and interactive approach not only motivates individuals to reduce waste but also allows us – and our partners – to clearly measure the collective difference we are making together.
As a Certified B Corporation with a score of 131.9, you have clearly demonstrated exceptional social and environmental performance. What were some of the most challenging aspects of achieving this certification, and how has it influenced your business decisions?
Jennifer: Achieving and maintaining B Corp certification requires a deep commitment to transparency, accountability and continuous improvement. One of the most challenging aspects is ensuring that every part of our business – from supply chain practices to employee well-being and charitable giving – meets the rigorous standards set by B Lab. It is a detailed process that requires constant evaluation, but it has fundamentally shaped how we operate. Our B Corp score reflects our values and serves as a compass for decision-making. It pushes us to think beyond profit and prioritize long-term social and environmental impact in everything we do.
Your partnerships span retailers, companies, universities and events across North America. Could you share a particularly successful collaboration story that demonstrates how these partnerships drive both business value and environmental impact?
Jennifer: A standout collaboration was with HPE Aruba Networking, where we partnered on a custom giving initiative at a global event. Attendees received branded, reusable bottles with scannable tags that tracked their environmental impact in real-time – every scan helped eliminate single-use waste and supported a clean water project.
This program not only advanced HPE Aruba Networking’s sustainability goals but also enhanced attendee engagement and brand visibility. It is a great example of how eliminating single-use waste drives both environmental impact and business value. We are proud to support events of all sizes that see sustainability as a strategic advantage.
The Fill it Forward app connects everyday consumer actions with charitable giving. How do you select the global giving projects you support, and what has been the most rewarding feedback you’ve received from communities benefiting from these initiatives?
Jennifer: We are proud to work with an incredible network of charitable partners who are deeply connected to the communities they serve. Their stories and ongoing impact truly inspire us. While we support a wide range of initiatives – from clean water to food security and environmental restoration – it is the success they share with us that reaffirms the power of our scan-to-give model.
Most recently, we have been honored to support the Los Angeles Regional Food Bank, an organization that provides vital food assistance year-round and played a critical role in supporting families in need during the January 2025 Southern California wildfires. At the same time, we continue to hear from long-standing partners about the lasting change our projects are creating – from villages with new access to clean water to reforestation efforts. These stories remind us that small, everyday actions really can make a global difference.
Looking ahead, what innovations or expansions are you planning to further reduce single-use waste and enhance sustainability in the exhibitions and events industry?
Jennifer: In 2025, we are focused on enhancing the tools available to our partners through our Member Portal. The platform is designed to help event planners track impact through real-time analytics, access refill station mapping, and manage their private groups. As these tools continue to evolve, they are making it easier than ever to plan low-waste events and communicate the value of reuse.
We are also proud of our recent partnership with Liberty Bottles, becoming their global distributor. Their U.S.-made, aluminum bottles are crafted in a zero-waste facility and align perfectly with our mission. By combining Liberty’s quality products with our interactive technology, we are able to offer event organizers even more sustainable hydration options, making it simple to eliminate single-use waste while engaging attendees in meaningful action.
The 2025 Call for Nominations is open! The deadline to submit nominations is 29 August 2025. Get complete details here!
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