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The i-spi and the Monkey

At Netcelero we are always keen to support sustainable companies with great products, a noble vision, and a fantastic story. Monkey Cups is an amazing Irish company that firmly ticks all three boxes!

The 100th Monkey phenomenon, as told by Monkey Cups, is that in 1952 on the Island of Koshima, Japan, scientists began feeding the native Macaque Monkeys – also known as Snow Monkeys – sweet potatoes on the beaches as part of a new study. During 1952 and 1953 the monkeys developed several innovative new habits, one of which was invented by an 18 month old female named Imo.

Imo discovered that sand and grit could be removed from the sweet potatoes by washing them in the ocean. Imo’s mother and playmates learned the new habit from her and soon it spread to other members of the family group. Unlike most food habits which are passed down from parents to their young. 

According to Watson, the potato-washing habit spread gradually up until 1958. Then in the autumn of that year, a remarkable change occurred on Koshima which formed the basis of the Hundredth Monkey Phenomenon. 

Reports suggest that once a critical number of monkeys had learned the potato washing habit – say 100, all monkeys on the Island began to copy it. Suddenly monkeys on other islands started washing their sweet potatoes too.

To celebrate the launch of our new Netcelero branding, we wanted to select a company whose vision we could believe in, and Monkey Cups’ ambition to encourage everyone to reuse is something we can get behind 100%.

That Netcelero might also play a small part in encouraging the ‘100th Monkey’ – the one that turns the tide on single-use plastic and inspires the change from disposable to reusable – is an idea that really appeals to us.

We incorporated the Cloudforests branding on the cups as that is another Netcelero partnership of which we are very proud. The shared ethos of sustainability between Monkey Cups, Cloudforests, and Netcelero meant it was an obvious choice.



The cups look great, and they do exactly what’s required from a reusable coffee cup…namely keeping that hot drink warm while you keep busy!

Netcelero are on a mission to convince everyone in the CCTV industry to secure their connectivity – leaving ports open is a risk that that nobody needs to take. Fewer connectivity issues mean fewer call outs, and thus a reduced carbon footprint – kinder to our planet.


Contact Netcelero to find out how we can help you simplify secure connectivity – and keep your coffee hot!

To read about our other partnerships, go here.

To read about our Cloudforests partnership, go here.

And to find out more about the fantastic Monkey Cups, go here.