Los Angeles, CA – August 26, 2025 – Atar Capital affiliate company WinCup today announced it will provide its home-compostable line of phade® paper cups, straws, and cutlery to the Arthritis Foundation’s California Coast Classic Bike Tour.
Set to take place between September 6 and 13 across California, the bike tour will raise funds to support the 60 million Americans living with arthritis. Over the 525-mile route that begins in San Francisco and travels the California coastline to Los Angeles, participants will be able to use phade®’s line of great-performing PHA-based foodservice products with the added peace of mind that every paper cup, straw, and piece of cutlery is entirely home-compostable within a matter of months.
“I’m proud to work alongside WinCup as they simultaneously help solve the plastic pollution crisis while supporting the Arthritis Foundation as they stage a great event for a worthy cause in Atar Capital’s home state of California,” said Cyrus Nikou, founder and managing partner of Atar Capital. “Our Investing with Impact philosophy puts a premium on partnering with organizations like WinCup that make a real difference in people’s lives. Whether it’s supporting cyclists on their journey down the California coast or helping protect our planet with sustainable products that work as well as traditional plastic, these are the kinds of meaningful partnerships that create lasting value for everyone involved.”
Now in its 25th year, the California Coast Classic will bring together hundreds of riders, volunteers, and supporters as they raise awareness and funds for arthritis research and support. WinCup’s phade® line of products will be the exclusive provider of foodservice products to the more than 30 teams planning to conquer the path.
“We are incredibly proud to celebrate the California Coast Classic and the work of Arthritis Foundation,” said Michael Adams, Vice President, Innovation, Sustainability and Marketing at WinCup. “This event embodies the same spirit of innovation and perseverance that drives us at WinCup. Just as the cyclists push through challenges on their journey, Arthritis Foundation works tirelessly to provide support for those living with arthritis and to one day find a cure. We are honored to contribute to this vital cause by helping the event achieve its zero-waste goals with sustainable phade® products.”
Read the full press release here. Additional riders can learn more about virtual involvement here, and pick up their own set of phade® products at Walmarts nationwide.
About Atar Capital
Atar Capital is a global private investment firm that acquires a wide range of lower middle market businesses exhibiting opportunities for growth, revitalization and significant value creation. Atar Capital’s principals have collectively completed 90 private equity transactions across 18 countries worldwide.
Atar Capital’s combination of operational expertise, industry knowledge and investment experience provide a unique edge in creating value and working as a true partner with its affiliated companies. The firm assists in activities ranging from growing the business to improving operations and financial performance, leveraging all available resources and talent within Atar’s leadership team, as well as its bench of seasoned senior advisors with deep sector and functional expertise. For more information, please visit https://atarcapital.com/.
About WinCup, Inc.
WinCup, Inc. is headquartered in Atlanta, Georgia, and is a leading manufacturer of traditional and Eco-Friendly disposable cups, bowls, containers, lids, and straws. The company’s eight manufacturing locations across the U.S. are committed to high-quality products and superior customer service. To learn more, please visit www.wincup.com.
