Michael Martin is founder and CEO of Effect Partners and r.Cup, bringing together culture, business innovation, and operations to create value and impact for brands and causes. A globally recognized sustainability leader, he’s worked with Fortune 500 Companies including Apple, Toyota, Target, leading environmental organizations, and world leading artists including U2, Rolling Stones, and Jack Johnson to create quantified positive environmental impact. Founded in 2017, Martin started r.Cup to launch the concept of reuse in North America. r.Cup is the nation’s leading reuse platform, and has set the standards for integrity, credibility, impact and operational ease to accelerate reuse at scale. r.Cup’s mission is to build the infrastructure for the reuse economy.r.Cup partners with cities to build the infrastructure and services needed to deliver on widespread reuse. A key component: r.Cup’s innovative full-scale industrial Wash Hub facility. Designed in partnership with Ecolab - a world leader in planet-friendly sanitization - r.Cup’s proprietary washing and logistics facilities provide continuous reuse services to a wide variety of clients throughout Seattle, Denver, Los Angeles, Minneapolis, and San Francisco, and continues to grow.Recently, Michael helped form the Music Sustainability Association, a hyper-inclusive member driven association that facilitates systemic solutions to help the music industry integrate sustainability into its operations. Martin currently sits on the Boards of MIT Environmental Solutions Initiative, r.Cup, and People’s Organic Cafe. He is a 30-year member of Social Venture Network (now American Sustainable Business Network). He lives in Minneapolis, Minnesota.