The amazing story of what Inc. magazine called “the coolest little startup in America.”   Tom Szaky dropped out of Princeton a decade ago to found TerraCycle, a company that makes the nonrecyclable recyclable. TerraCycle is now at the forefront of the eco-capitalist movement, partnering with more than 35 million people in twenty countries in the collection of waste and transforming that waste into useful products. Creating trash cans from chip bags and plastic benches from cigarette butts, TerraCycle has redefined recycling.   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.   Since Revolution in a Bottle was first published in 2009, TerraCycle has grown dramatically from a small company offering worm poop in a soda bottle to a pioneer of recycling worldwide. This completely revised and expanded edition continues the story of this incredible company. “TerraCycle is doing more than selling good green products; it is changing how manufacturers, retailers, and consumers treat their waste. Read this book. I’m glad I did.” —Ben Cohen, cofounder, Ben & Jerry’s Ice Cream Tom Szaky is co-founder and CEO of TerraCycle, producer of the world’s first products that are made entirely from and packaged entirely in waste. Born in Budapest and raised in Toronto, Szaky moved to the U.S. in 2001 to attend Princeton University, but left a year later to focus on his startup. TerraCycle, based in Trenton, New Jersey, now has annual sales of $8 million, sustained five-year growth of over 200% per year, and has been featured by hundreds of media outlets.   Visit www.terracycle.com Table of Contents Title Page Copyright Page Dedication Foreword Introduction   CHAPTER 1 - Up to My Neck CHAPTER 2 - Praise to Marley, Let the Enlightenment Begin CHAPTER 3 - Hard Times CHAPTER 4 - The Carrot and the Stick CHAPTER 5 - The Big-Box Approach CHAPTER 6 - And Then It Clicked CHAPTER 7 - The Wal-Mart Order CHAPTER 8 - suedbyscotts.com CHAPTER 9 - Why Can’t Everything Be Made from Waste? CHAPTER 10 - Branded Waste and the Launch of Sponsored Waste CHAPTER 11 - Sponsored Waste Takes Off CHAPTER 12 - Upcycled Marketing CHAPTER 13 - Eco-Capitalist Art and Society CHAPTER 14 - The Art of Public Relations CHAPTER 15 - How to Launch an Eco-Friendly Product Every Week   CONCLUSION Acknowledgements Praise for Revolution in a Bottle and Tom Szaky “There are lots of great companies committed to a better world, and we need many more. Tom Szaky’s TerraCycle is doing more than selling good green products; it is changing how manufacturers, retailers, and consumers treat their waste. His persistence and courage in overcoming a huge challenge from Miracle Grow reminded me of Ben & Jerry’s similar struggle with Häagen Dazs. Read this book. I’m glad I did.” —Ben Cohen, founder, Ben & Jerry’s Ice Cream   “Warning, reading this book will cause you to quit everything to become an eco-entrepreneur! If you want to feel hopeful about our planet, and our ability to solve the ecological mess we’ve created, then stop everything and read this inspiring book. Tom Szaky represents the kind of optimistic yet pragmatic ingenuity that can turn this ship around. His quest to turn waste into profits is not only clever and rewarding, but his positive, can-do spirit is delightfully contagious.” —Gary Hirshberg, president and CE-Yo, Stonyfield Farm   “Like TerraCycle, The Body Shop started in a small corner of a little town with a big idea that defined our mission and fueled the company’s path to success and growth. Tom Szaky’s big idea, capitalizing on wasted waste, is not only a formula for good business, it is also favorably changing the way individuals, manufacturers, and retailers participate in the unfortunate chain of nonrecyclable packaging.” —Gordon Roddick, cofounder and former CEO, The Body Shop International   “Ecopreneurs are still a rare species today. Revolution in a Bottle will motivate and educate any reader on how to become one. Ecopreneurs, like Tom Szaky, will revolutionize and save the economy and planet’s future through their leadership. It is desperately needed for planetary restoration.” —Horst Rechelbacher, founder, Aveda   “In a time when we are facing both an economic and ecological crisis, this book is a breath of fresh air. Tom Szaky is smart and inspiring and his work is redefining how to do business in the climate era.” —Tzeporah Bermanm, cofounder, ForestEthics and PowerUP Canada “As Chief Environmental Officer for Chicago, I work to resolve a myriad of environmental challenges. Clearly these challenges can’t be solved by government alone. We need leadership from businesses, too, and Tom Szaky and TerraCycle are doing just that. Revolution in a Bottle is an inspiring guide to how consumers who care about a better world can partner with private companies to address a problem before it bec