I’ve decided to dedicate this week’s posts to little MFG success stories. I find them inspiring and instructive. Little companies tend to innovate because they really don’t have a choice. Little companies also don’t have to battle entrenched “same old, same old” behavior that inhibits innovation at larger companies. Little companies don’t need billions in sales per product category to move the needle since a few million can often represent double-digit growth.
So while yesterday I talked about worm poop, today I’m moving into the trash pile with a quick peak at a company called Recycline. Here’s what BRANDWEEK noted:
They say one person’s trash is another’s treasure, and that holds true with yogurt cups, as well. For the past five years, Recycline, makers of the Preserve brand of environmentally friendly consumer products, has partnered with Stonyfield Farm, a maker of organic yogurt, in a program that recycles used yogurt cups into Preserve toothbrushes, razors, even a new line of reusable and recyclable plates, cutlery and tumblers. The company also makes flavored toothpicks from sustainably harvested and locally grown white birch wood.
Recycline’s effort to turn yogurt cups into toothbrushes is absolutely brilliant. First of all, many cities like mine don’t recycle yogurt cups. My household alone probably consumes over 400 yogurt cups a year and has no choice but to let these used vessels clutter our landfills. According to the BRANDWEEK article, Recycline “has given new life to over 2 million Stonyfield farm cups.” That’s a lot of cups. In exchange for recycling their cups, Stonyfield promotes Recycline’s Preserve brand toothbrushes on their lids providing Recycline millions of “free” and highly-targeted impressions. Stonyfield, an organic brand, has a strong following among green fans who would be predisposed to using a recycled toothbrush. If you are Recycline, you couldn’t ask for a more targeted and cost-effective medium for their message.
Recyline’s commitment to the environment runs deep. A quick visit to their website provides a wealth of information on their efforts to be green and how other companies and individuals can do the same. I’m hard pressed to think of a more inspiring example of Marketing for Good.
NOTE: This week’s BRANDWEEK has a great special section called “Hearing the Eco” which reported on a number of enlightening green marketing initiatives.