Revolution in a Bottle: How Terracycle is Redefining Green Business

Revolution in a Bottle: How TerraCycle Is Redefining Green Business is by the founder of TerraCycle, one of our favorite companies on Really Natural. Tom Szaky dropped out of Princeton in 2002 to start a company that would work towards eliminating the concept of waste. Of course this book is printed on 100% recycled paper, and the bookjacket can be removed and turned into a prepaid upcycled mailing envelope to support TerraCycle's Brigade program.

Revolution in a Bottle is a rollicking tale of entrepreneurial adventure and an essential guide to creating a company that's good for people, good for profits, and good for the planet. Szaky offers an array of insights into how to (and how not to) work with major companies, media, consumers and even investors. He also shares the key to TerraCycle's success and the paradigm for any eco-friendly company: making mainstream green products without charging a premium.

TerraCycle's growth has been rapid but perilous, filled with seemingly insurmountable challenges, several near-failures, and a whole lot of worm poop.

TerraCycle has seen its ups and downs, including being sued by Scott's Miracle-Gro. This is my favorite chapter in the book, as it is honest recollection of a make or break situation for this unique startup. The basis of the lawsuit was over packaging. If you are not familiar with TerraCycle, their signature fertilizer is packaged in repurposed soda bottles. Scott's eventually pulled out of the lawsuit, but ironically, the lawsuit gave TerraCycle extra exposure and publicity that helped the business grow.  It is how I first heard about the company and took notice of its products and mission.

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Posted by Jennifer Lance at March 30, 2009 1:13 AM