The challenges of a waste-recycling business. This is getting a little embarrassing. Twice now I have written about a new program that I think is going to allow us to dramatically expand our recycling efforts. Both times — when I first mentioned the program eight months ago and when I wrote about it again almost two months ago — I thought we were just a few weeks from introducing the program. Both times I was wrong. We have now determined that we are about six months away. The goal of our new program — we’re calling it “W.O.W.” or “World of Waste” — is to forge a direct link with our collectors, allowing us to recycle even more streams of waste. For example, today we collect about 2.5 percent of all of the drink pouches in America through a program that is sponsored by Capri Sun and Honest Tea and free to all participants. On the other hand, we have not yet been able to secure a sponsor to recycle used batteries. W.O.W. will allow us to collect batteries and a host of other waste streams. But in these cases, the costs will be paid by consumers, at least until we find sponsors. So what happened? Why the delays?