In 1998 Abigail left the law world to start up Bluebag - feel good food, a chain fresh and healthy sandwich shops in Melbourne’s CBD, with her brother Jamie Forsyth. The move meant the uncovering of Abigail’s creative flair in the store design, menu and packaging. Bluebag operated six stores and a thriving corporate catering business. During this time Abigail commenced an MBA at the University of Melbourne but found practical matters always drew her away from her studies.
After twelve years the business was sold in 2010, having provided the idea and stepping stone for her latest venture, KeepCup. The large volumes of disposable packaging and waste alarmed Abigail, so the search began for more sustainable and environmentally gentle ways to serve food. Abigail saw an opportunity in the inadequacy most reusable mugs or thermoses to replace disposable cups. They set about designing KeepCup as a product response that would inspire and assist in the behaviour change from discard to reuse.
Innovating Melbourne's Coffee Culture
Come hang out with General Assembly, KeepCup and the serial entrepreneurs behind Melbourne's notorious coffee and cafe culture.