One of the powers of collaboration is that a small idea can grow. One hotel in the Netherlands (Hyatt Regency Amsterdam) teamed up with a brewery whose beer they served (Lowlander) and turned out of work Christmas trees into a special beer to serve.
Per news reports, “Lowlander collected as many trees as they could, stripped the spruce, and brewed them with juniper into a sustainable 5% white-style IPA.” The idea grew so fast that commercials were made for it and around 1,000 trees were upcycled into beer. Then the idea leaped forward again to include money donated from the beer sales and efforts to re-plant the trees. You can read more in this article on Fortune.