Imagine the distance between Las Vegas and Chicago. Now imagine a line of 20 million stacked plastic cups and single-use serveware items extending along the 1,700-mile route.

According to reuse company r.World, that’s the actual cumulative number of plastic cups and single-use serveware items it and its partners have kept out of landfills since r.World launched in 2017.

R.World provides reusable cups and serveware to venues and events, which are then returned by fans and sent out for cleaning at nearby r.World wash stations. R.World products are now in and at venues and events including Crypto.com Arena, Peacock Theater, Red Rocks Amphitheatre, Warped Tour and myriad Goldenvoice festivals. The company has also partnered with artists including Chappell Roan, Billie Eilish and Coldplay.

According to r.World, its work has thus far stopped more than 110 tons of plastic from being produced (netting out any plastic the company itself used), thereby eliminating 440 U.S. tons of CO2 emissions, saving 1,650,000 kWh of energy and conserving 5,000,000 gallons of water — amounts representing the creation and transport of these single-use items. Every cup or piece of serveware the company delivers that’s then returned is counted to ensure accurate environmental impact tracking and reporting.

“There is tremendous new growth in the world of reuse,” r.World founder Michael Martin tells Billboard. “When we launched the reuse movement back in 2017, no one was doing reuse. Now NFL, NBA, NHL, MLS, MLB and college stadiums are implementing reuse. As more and more venues realize the economic and environmental benefits of doing reuse, we are adding more clients every month.”

Martin says the company will be announcing a host of new partners in the coming weeks. Still, amid this growth, he says the biggest hurdle remains the fear of change and misinformation that exists in the marketplace, along with an “imagination gap” in terms of how reuse works. He notes that reuse can save venues money; that it’s a “vastly better” environmental solution than single-use aluminum cups, compostable cups, souvenir cups or plastic cups; that the reuse system is easy; and that guests and servers love it.

“Reuse is common in most developed countries. The U.S. was behind,” Martin says. “As more and more U.S. venues are discovering the benefits of reuse, the demand is skyrocketing. The country’s leading venues are moving to reuse and away from single-use.”

Many scientists have noted that the world is currently in a “plastic crisis,” with these items contaminating natural spaces and waterways, harming wildlife and humans. Health Policy Watch reports that 98% of plastics are made from fossil fuels, with plastics “polluting human health through an array of pathways, including direct exposure to waste fills or chemical plants, environmental contamination, absorption through food packaging, microplastics, air and soil pollution, and burning of feedstock fossil fuels.”

R.World is one of several initiatives aimed at dramatically bringing down the use of single-use plastics in the music industry and beyond. In September, electronic producer Blond:ish announced Zero Plastic Club: NYC, a project that’s working to rid New York City dancefloors of single-use items like bottles, cups and wristbands.

“The movement toward reuse is a collective effort, built on partnerships and shared values, with contributions from venue managers, beverage companies, promoters, artists, and fans,” says Martin. “Every time a fan returns a reusable cup instead of throwing one away, they play a part in a larger transformation.”