ROME -- A café in Venafro, Molise, has launched an initiative where customers can buy a coffee for 50 cents, as long as they bring their own cup.

 The owners of the shop, Ida Di Ciacco and Moreno Spada, said the scheme was to help the environment and to also help people cut down on costs.

 The “green coffee” initiative means the café avoids “long, polluting high-temperature dishwasher cycles” and customers are provided with a cheaper, more sustainable way to enjoy their coffee.

 After going viral on social media, the scheme gained much media attention in the local and national news. It has attracted people of all ages, mainly the younger generation, but builders and workers too.

 Ida said that although they were the first in the region to launch an eco-friendly green scheme like this, they are hopefully not the last.

 khg