Hi, my name is Serhii Puzko, and I’m the CEO and founder of CupCorn. Here, I want to share the story of our startup — from the spark of an idea to a mission aimed at making a positive impact on the world. It’s a journey filled with challenges, achievements, and a vision for a sustainable future.
Beginning of the Story and Inspiration
Since childhood, I’ve cared about the environment and wanted to live by the principle that while we all leave a footprint on this planet, the goal should be to bring more benefit than harm. This idea even inspired me to work on installing solar panels for a while. Later, in the summer of 2018, my friends and I came up with the idea of starting a business that would recycle old tires. However, after thorough research, we realized the project had too many drawbacks, and we had to abandon the idea.
I didn’t stop searching for a new idea that could positively impact the environment. Then, in September 2018, while scrolling through Instagram, I came across a post about the New Zealand government investing $4 million in the production of disposable bags made from corn starch. This concept intrigued me, and I began to study the technology in more detail.
Later, while enjoying ice cream in a waffle cone, I had a thought: why not apply this approach to disposable tableware? That’s how the idea of CupCorn was born—to create eco-friendly cups made from corn starch. But at that moment, there was no name, no technology, and not even a full conviction that it was possible. However, one thing was clear: it was worth exploring further. And so, a journey full of discovery and challenge lay ahead.
First steps
The first step was to develop the technical concept, carefully design the production process, and check whether this was even feasible. We worked closely with chemists and engineers to create the optimal technology for producing corn starch cups, ensuring their strength and complete biodegradability. I had to relearn physics and chemistry, as they were far from my favorite subjects in school.
At the same time, a financial model was developed, and a business plan was created. We actively communicated with potential investors and partners who could support the idea financially and resourcefully. Initial agreements were made with the first potential customers. It was a difficult journey, but through perseverance, we managed to find people who believed in our mission and were ready to invest in launching the first CupCorn production facility in Ukraine.
Preparation for production
After confirming the concept and receiving interest from investors, I focused on developing and testing the technical aspects, as well as finding contractors. We began designing and developing the necessary equipment for future production, actively communicating with contractors both in Ukraine and abroad. It was a period of intensive planning and technical preparation.
At the same time, we were searching for a production site, preparing and renovating it to meet cleanliness standards. Following that, we faced the tasks of delivering, unloading, and setting up the equipment — all significant and labor-intensive challenges. Each of these stages presented its own difficulties, but we handled them with determination.
First product
And finally, more than a year after the beginning of our journey, we were able to make the first cup of cornstarch. It was far from ideal, it had its flaws, but it was a huge step forward for me and my team. Our joy knew no bounds, it seemed that we had already reached our goal. This first cup became the basis for further improvement of production technologies and new steps on the way to environmental sustainability.
First Steps in the Public Eye: Presenting the Product and Finding Our First Customers
In November and December 2019, while fine-tuning the production process, we actively participated in various exhibitions, presentations, and events to showcase our product to the public and attract our first customers. One of the key events was the Innovation Market exhibition at the International Exhibition Centre, where CupCorn garnered significant interest thanks to its eco-friendly approach and unique technology.
We also took part in radio broadcasts, sharing the project’s vision and goals, and attended various seminars and workshops for baristas and café owners. These events served as essential platforms for establishing initial contacts and gathering feedback from future clients, who appreciated and supported our mission to create a biodegradable alternative to traditional disposable tableware.
This interaction with the audience not only helped us attract our first partners but also confirmed that our product was in demand and had the potential for further growth.
Full Optimization of Production Processes and Launch of First Sales
By early February 2022, we had fully optimized all production processes, achieving consistent quality and minimizing defect rates. After months of refining the formula and perfecting our methods, CupCorn reached a point where we could confidently start regular production and bring our eco-friendly cups to market.
With reduced waste and a streamlined workflow, we launched our first sales, receiving encouraging feedback from our initial customers. This milestone marked our transition from development to active operations, as CupCorn cups began making their way into cafes, events, and eco-conscious spaces, providing a sustainable alternative in the disposable tableware market.
March 2020: The Onset of COVID-19 in Ukraine and a Breakthrough in Production
Less than a month after reaching stable production capacity, Ukraine was hit by the COVID-19 outbreak. Almost overnight, our operations, like those across the country, came to a complete halt. All foodservice establishments closed, offices moved to remote work, and public events were banned — severely impacting the majority of our clients and potential partners.
A few weeks into the pandemic, we decided to resume production to support our employees during this difficult time. With demand at a standstill, we focused on producing stock for future sales while continuing to improve processes and conduct experiments. It was during this challenging period that we made a breakthrough — we began producing colorful cups. These vibrant, eco-friendly cups quickly caught people’s attention, becoming a distinctive element of the CupCorn brand. The color is achieved through a food-grade dye commonly used in cooking, making it entirely safe for consumers.
However, this decision created a significant financial gap, as our projections had anticipated high sales volumes by then. With foodservice closures and event cancellations, we had no clients, and we operated at a loss to keep things moving. Yet, despite these challenges, our commitment to innovation and supporting our team helped us adapt and sustain CupCorn through the crisis.
Easing of Restrictions and Return to Sales
In the summer of 2020, the initial easing of quarantine restrictions allowed us to resume sales. In a short time, we partnered with several well-known and respected coffee shops in Ukraine, such as Coffee Lover, Mr. Keksik, Aristocrat, My Book Café, Heisenberg, Coffee in the City, and many others. We also attracted internationally recognized brands like Coca-Cola, Grammarly, Alfa (Sense) Bank, Nestlé, Parimatch, and more.
However, by autumn 2020, the Ukrainian government reintroduced strict quarantine restrictions, and sales plummeted nearly to zero. In response, we refocused on expanding production: we introduced a new cup size, improved internal processes, and continued refining our technology.
Breakthrough in Fall 2021
The situation with unstable demand and quarantine restrictions continued until fall 2021, when COVID restrictions were finally eased in Ukraine, and several environmental initiatives were introduced. These measures gave a significant boost to our sales, which grew several times over in just a month. For the first time, we reached profitability and achieved stable sales. We also began exporting to foreign markets — expanding to Poland, the Baltic States, the Czech Republic, and Romania.
In December 2021, we decided to expand our product range and ordered a CNC milling machine to produce molds in-house. This investment allowed us to reduce costs in producing a new range of products, including containers, lunch boxes, and plates.
Entering the U.S. Market: Unexpected Challenges
We secured a distributor in the United States who placed an initial order with full prepayment, requesting urgent air shipping to expedite our entry into the U.S. market. Remarkably, the cost of air freight exceeded the cost of the products themselves! The plan was to transition to more economical container shipments by sea for future orders.
Unfortunately, our shipment was scheduled to depart from Boryspil Airport (Ukraine) on February 27, 2022. However, on February 24, Russia launched a full-scale invasion of Ukraine, forcing us, along with nearly all manufacturing businesses in Ukraine, to temporarily halt production. Our employees began moving their families to safety, and conditions were made even more challenging by the presence of saboteurs and frequent shelling. Under such circumstances, work came to a standstill, and everyone was waiting to see what would happen next. Consequently, we fully refunded the prepayment to our U.S. distributor.
Additionally, we had received a large recurring order from a café chain in Ukraine, also with prepayment. Sadly, this contract was canceled due to the war.
About a month later, an additional setback occurred: two enemy missiles struck the industrial area where our production facility is located. This attack damaged our building and part of our equipment, dealing yet another blow to our operations and future plans.
We Didn't Give Up and Believe in Recovery
Despite these setbacks, we remained determined and committed to restoring operations. We continued to present CupCorn at European exhibitions, expanding awareness of our mission and product. Our efforts were recognized, and we received an invitation to the prestigious Cambridge Judge Business School, where we participated in the Cambridge accelerator program. During the program, we achieved a significant milestone by placing 2nd in the video presentation competition — a testament to the impact and potential of our project.
Our focus has since been on seeking investors and partners to support the restoration of production. We are actively working to bring CupCorn back stronger than ever, guided by our commitment to sustainability and innovative solutions.