mwv&rsquos Work in foodservice includes recycled content in its paperboardbased hot beverage cups. Mwv is mixing innovation with new marketing initiatives for its line of foodservice packaging materials, branding those products mware. The company is using the branding effort to further collaboration with converters and operators in the use of foodservice packaging that eliminates fossilfuel materials and builds recognition for its innovation efforts, said dobbie newman, mwv director of food service marketing.