Backyard composters know red worms are masters of turning banana peels and coffee grounds efficiently into fertilizer. Increasingly, brands are turning to Terracycle as the "red worm" of the marketing ecosystem -- converting the effluvia of such heavy hitters as Coca-Cola Co., Kraft Foods, L'Oreal and Colgate-Palmolive Co. into new products and green-marketing initiatives. At the Association of National Advertisers conference today, Terracycle VP-Global Media Albe Zakes recounted a story that's now widely familiar thanks to his own PR efforts that make up the bulk of the brand's marketing.

Almost fairytale-like, Noble Elementary School this year converted trash into treasure. But it took a lot more than a fervent wish and a wave of a wand for the Berryessa school to win a $50,000 play structure for the school's empty playground. In a mega-recycling campaign, for one year students and parents saved, sorted and shipped what normally ends up in the trash: empty Doritos bags, Lunchables trays, Elmer's glue bottles, Colgate toothbrushes and toothpaste tubes. And there was more: Neosporin tubes, tortilla bags and all types of pens and markers. In all, parents collected and sorted into 37 bins items from both home and school, and sent them to Terracycle, a not-for-profit New Jersey company dedicated to recycling the previously unrecyclable.

Almost fairytale-like, Noble Elementary School this year converted trash into treasure. But it took a lot more than a fervent wish and a wave of a wand for the Berryessa school to win a $50,000 play structure for the school's empty playground. In a mega-recycling campaign, for one year students and parents saved, sorted and shipped what normally ends up in the trash: empty Doritos bags, Lunchables trays, Elmer's glue bottles, Colgate toothbrushes and toothpaste tubes. And there was more: Neosporin tubes, tortilla bags and all types of pens and markers. In all, parents collected and sorted into 37 bins items from both home and school, and sent them to Terracycle, a not-for-profit New Jersey company dedicated to recycling the previously unrecyclable.

Almost fairytale-like, Noble Elementary School this year converted trash into treasure. But it took a lot more than a fervent wish and a wave of a wand for the Berryessa school to win a $50,000 play structure for the school's empty playground. In a mega-recycling campaign, for one year students and parents saved, sorted and shipped what normally ends up in the trash: empty Doritos bags, Lunchables trays, Elmer's glue bottles, Colgate toothbrushes and toothpaste tubes. And there was more: Neosporin tubes, tortilla bags and all types of pens and markers. In all, parents collected and sorted into 37 bins items from both home and school, and sent them to Terracycle, a not-for-profit New Jersey company dedicated to recycling the previously unrecyclable.

Almost fairytale-like, Noble Elementary School this year converted trash into treasure. But it took a lot more than a fervent wish and a wave of a wand for the Berryessa school to win a $50,000 play structure for the school's empty playground. In a mega-recycling campaign, for one year students and parents saved, sorted and shipped what normally ends up in the trash: empty Doritos bags, Lunchables trays, Elmer's glue bottles, Colgate toothbrushes and toothpaste tubes. And there was more: Neosporin tubes, tortilla bags and all types of pens and markers. In all, parents collected and sorted into 37 bins items from both home and school, and sent them to Terracycle, a not-for-profit New Jersey company dedicated to recycling the previously unrecyclable.

Almost fairytale-like, Noble Elementary School this year converted trash into treasure. But it took a lot more than a fervent wish and a wave of a wand for the Berryessa school to win a $50,000 play structure for the school's empty playground. In a mega-recycling campaign, for one year students and parents saved, sorted and shipped what normally ends up in the trash: empty Doritos bags, Lunchables trays, Elmer's glue bottles, Colgate toothbrushes and toothpaste tubes. And there was more: Neosporin tubes, tortilla bags and all types of pens and markers. In all, parents collected and sorted into 37 bins items from both home and school, and sent them to Terracycle, a not-for-profit New Jersey company dedicated to recycling the previously unrecyclable.

Students at a Michigan elementary school are raising money for their school, while keeping hard-to-recycle materials out of the waste stream. It’s called “upcycling” and at West Ottawa’s Pine Creek Elementary School, it’s becoming part of the school’s culture. “One of our focuses is incorporating environmental education into our curriculum and raise kids’ awareness,” said Principal Dave Gough. “We wanted to think about how we can problem solve and have a positive impact at the same time.” The school’s efforts are run through TerraCycle, a company that finds new uses for trash, turning otherwise unusable waste into things like coolers, picture frames and cleaning supplies. Students, teachers and staff members collect things like food wrappers and juice boxes and turn them over to TerraCycle, which transforms them into other, usable items.

Students at Pine Creek Elementary sort through boxes of wrappers and other recyclables for a program called TerraCycle in which students earn points that are redeemable for cash for the school, or they can choose o donate the money to charities. Now, Pine Creek students and staff are raising money for their school while keeping hard-to-recycle items out of landfills. TerraCycle eliminates waste through upcycling, the process of converting waste or useless materials into new products of better quality or a higher environmental value. Through the program, students at Pine Creek upcycle a majority of their food wrappers, such as chip bags, granola bar wrappers and Capri Sun pouches and send them to TerraCycle. With 44 different brigades, or waste streams, schools and other organizations can recycle items from cellphones to toothpaste tubes to writing instruments. Pine Creek participates in more than 20 of the brigades.

Otsego Baptist Academy is one of nine area elementary schools bringing green into the fall and winter by participating in programs from TerraCycle, a recycling and upcycling company. TerraCycle offers eco-friendly, upcycled and recycled lunchboxes as well as a way to earn money by collecting nonrecyclable food packaging for cookies, chips and juice pouches. In addition, TerraCycle offers lunchboxes made from the wrappers that students have collected, showing students the recycling and upcycling processes in action. Olivet’s expandable cooler, sold at Walmart, has a removable hardliner made from recycled chip bags, while the Capri Sun lunchboxes are crafted from the juice pouches.