TerraCycle: One Brand’s Trash, Another Brand’s Business

“Send us your trash – we’ll make it into cool products.” That's the simple premise and promise of New Jersey-based startup TerraCycle, a green recycler founded by two former Princeton University classmates who dreamed up the idea in 2001 for a business plan contest. Now full-time "eco-capitalists," they're making good business from trash by partnering with brands to create recycling campaigns for their products, and a halo effect for their affiliates.