Terracycle has both a great story and a social movement at its core, founded as it was by a Princeton University dropout who launched a business selling worm-poop compost in refurbished Coke bottles. It has built an eight-figure brand largely by leveraging the marketing power of far bigger brands, either through a bit of PR jujitsu or marketing partnerships with such big marketers as Coca-Cola, Kraft Foods, Walmart and Target, VP Global Media Albe Zakes told the ANA in October. The jujitsu part came when Terracycle used a trademark-infringement suit by Scotts Miracle-Gro to unleash a wave of publicity. The partnership element involved enlisting major brands in its school-based recycle and reuse programs where the brand turns such things as old CapriSun pouches into new products. Terracycle also has gotten top retailers such as Walmart and Target involved in merchandising and advertising events around its compost products in recycled containers around Earth Month in April.