We have a marketing and manufacturing engine to make products at a mass scale. We look at this and say, how can we make it really, really big? That is a whole mindset that separates us from other companies. Unlike all of those companies, we have partnerships with the companies that produce the garbage to begin with, like Kraft, General Mills, Frito-Lay or Coca Cola. Those partnerships enable us to do this in a very big way and be cost effective. All those pieces -- price, our ability to manufacture and market -- are key reasons why we're able to succeed in major retail and why these other companies probably can't even get a meeting.
When big companies partner with TerraCycle, they often get lots of publicity for green initiatives.
We have a PR element to all the programs. We broke the Kraft partnership with a major feature in the Wall Street Journal and since then there's been about 40 articles written on the partnership, which is two or three a day at least. That's very valuable and an important element to what we do. We're going to solve the world's waste stream by getting the waste stream producers to help pay for it and make everyone look great in the process.
Are you green in your personal life?
My wife is a pianist and she did a performance at Carnegie Hall less than a year ago and wore a dress made entirely from trash, from 6,000 used juice pouches. She's really concerned about the environment. But in our personal lives we're very normal people. I don't view myself as an environmentalist. I view myself as a concerned person for the environment, but I want to create choices for people that don't require them to have to spend more money or make sacrifices to become green. Right now, most green choices require sacrifices.
You've talked about locking up every waste stream in America. What do you mean?
When we do a partnership with, say, Capri Sun, we become the exclusive company to use juice pouches. Not only are we creating the only infrastructure to upcycle waste, we're also owning it entirely. Our goal is to, in a sense, privatize and own the entire collection system of all the non-recycled waste streams that we have in our lives.
Can you create a monopoly on garbage?
That's precisely right. You create a monopoly on waste. What's ironic is that if you really look at it, waste is a very valuable resource. It's a great raw material with very good economics because it's so cheap. And no one is looking at it. I can talk all day long about it and no one else tries to do it. No competitor has really emerged. It's not a normal business model and hence it's not something that people are really looking to get into. And who wants to deal with garbage?
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Recent Comments | 4 Total
August 13, 2008 at 1:13pm by Susanna Schick
How do you get used juice pouches by partnering with the manufacturer? Capri Sun doesn't manage their product post-consumer.
Are these just "misprints" or are they truly post-consumer waste? If so, wouldn't you be partnering with Waste Management instead?
August 18, 2008 at 7:35pm by Marianne Bellotti
Susanna: I'm not an insider so I cannot speak for certain on this but I believe they have people register as "post-consumers" so to speak and send in their old packaging. For ever item they send in the partner company donates a small sum to a charity. So the partnership is not so much for the collection of the materials but for the "reward" to the consumer who gets to raise money for their favorite charity.
September 4, 2009 at 1:40am by joe Woo
How do you get used juice pouches by partnering with the manufacturer? Capri Sun doesn't manage their product post-consumer.
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