Brothers Larry and Josh Wright had been interested in cork as a material for some time before they realized that cork from the cork oak could help revolutionize the hot beverage cup industry. Cork oak harvesting has been called the most environmentally sustainable harvesting technique in the world as it doesn't require the felling of the tree. Their interest with CoolCorC is to engage in business practices that benefit the cork oak forests and create an alignment of interests with commerce and conservation.

Larry and Josh had often discussed the idea of what can create truly sustainable lifestyles. The symbiotic relationship of the people and nature in the cork oak forests is direct proof that economic value placed on centuries old practices is the ultimate in sustainability.