Kenco and terracycle: why upcycling is good?

Why is upcycling good for the environment? Everytime you donate your empty Kenco Eco Refill packs to Terracycle you are stopping that pack from going to landfill. If every coffee drinker in the UK switched to Eco Refill and then upcycled the pack, wed reduce the amount of waste send to landfill by 26 thousand tonnes per year.