One Simple Ask is dedicated to exploring the theory and practice of ethical consumerism. Over the past few months, our team has come across some outstanding companies that are truly walking the “green” marketing talk that permeates our consumer culture. One such company is TerraCycle, a small business headquartered in Trenton, New Jersey, that specializes in producing products from pre- and post-consumer materials that people send to the company. Over the years, TerraCycle has produced over 1,500 different products available at major retailers, including Walmart and Whole Foods Market. Below is a discussion I had with Megan Yarnall, the Senior Publicist at TerraCycle. What inspired the creation of Terracycle? TerraCycle’s creation was inspired by a blooming plant fertilized by worm poop and a business contest. Tom Szaky, the CEO of TerraCycle, visited a friend from home during a college break and discovered how well his friend’s plant was growing after being fertilized with worm poop. Tom happened to be entering a business plan contest at that time, and he realized that if he could figure out a viable way to produce and package worm poop in a bottle, worm poop fertilizer could be the basis for his business.

More and more, successful marketing means reaching your consumer and delivering your message through multiple channels and platforms. TerraCycle, a multiple-time Inc. 500 winner, has grown from a 2-man dorm room operation to a global phenomenon that collects and repurposes waste in 15 countries on 4 continents. In 2011, TerraCycle’s revenues will top $20 million after only 8 years in business. All this growth has occurred without buying a single paid advertisement of any kind. Instead of spending precious dollars on advertising and traditional sponsorship, TerraCycle uses a variety of low-cost marketing efforts, including massive public relations campaigns, corporate blogging, social media promotions and contests, brand ambassador programs, and grassroots marketing. TerraCycle also works with many of the world’s largest consumer packaged goods companies including Kraft Foods, Frito-Lay, Mars, Kimberly-Clark, and L’Oreal. Through these partnerships, TerraCycle is able to create a variety of unique activation programs through Web site, retail programs, and more.

In addition to "upcycling," or directly reusing materials to create new ones, TerraCycle also grinds and reprocesses items like pens and glue bottles into plastic lumber, trash cans, watering cans and planting pots. "Take a walk around your local supermarket," suggests Albe Zakes, director of publicity for TerraCycle. "A vast majority of the consumer packaging that you're going to find is non-recyclable." He starts to list products: candy wrappers, chip bags, drink pouches, pens, glue bottles, tape dispensers ... And it becomes obvious that this guy has thought a lot about trash. Which is not surprising, considering TerraCycle's entire business model is built on trash – and their offices are made from it. The 10-year-old company takes nonrecyclable materials – like the candy wrappers and chip bags – and turns them into new products like pencil cases and lunchboxes. TerraCycle founder Tom Szaky often says he doesn't ever see trash anymore; he just sees cash.

And since 2009, Frito-Lay has been part of a partnership with TerraCycle to promote TerraCycle’s snack bag recycling program, the Chip Bag Brigade , which encourages schools and non-profit organizations to collect used Frito Lay snack bags and send them to TerraCycle to be turned into upcycled totes and messenger bags.

And there was more: Neosporin tubes, tortilla bags and all types of pen 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.

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.