Recycle, the last of the 3R trio, is the most transformative of the Rs. When we recycle, we’re giving used products the chance to be reborn as something new. That’s especially the case thanks to companies like Preserve that has partnered with Stonyfield Farm to recycle its yogurt cups-from organic yogurt, of course-into ergonomic plastic toothbrushes, razors, and an assortment of colorful kitchenware (and now also does the same with Brita pitcher filters). TerraCycle, another green innovator, is on pace to redefine much of America’s relationship with trash. The company that began with its signature Plant Food-made from worm poop, packaged in empty Pepsi bottles and sold at the likes of Home Depot and Wal-Mart-has evolved into an innovation powerhouse that continually introduces new products made entirely from waste. Take the E-Water Trash Cans and Recycling Bins available at OfficeMax for $10.99 each and made from crushed computers and fax machines (that would otherwise end up in a landfill).

I am completely inspired by Tom Szaky’s approach to changing, and changing, and changing his business model to ultimately achieve his organization’s mission. Tom is the CEO of TerraCycle, a recycling company, who described in this New York Times boss blog how he kept adapting his business model until he got it right:

TerraCycle transforms trash into everyday products. Worm poop. Those two words mark the beginning of Tom Szaky’s ten-year-and-running quest to found and champion TerraCycle, a company that uses upcycling techniques to turn garbage that is usually difficult to recycle, such as packaging, into other, functional items. It all started after high school graduation, right before he entered Princeton University. “My friends started growing pot in their basement at the end of senior year,” said Szaky. “When I went to Princeton, they went to Canada and started using worm poop in compost to grow the marijuana, and they got amazing results.” Szaky was sold. He drew up a business plan and six months later dropped out of Princeton and dedicated himself to running his new business full time. ‘We spent the first few months just shoveling organic waste,” said Szaky. “Before we knew it, the company just got bigger and bigger.”