Santa Fe Enlists Rubicon Global To Curb Waste and Ramp Up Recycling

Humans, especially Americans, are kind of slobs. We mess up the Earth by throwing out about 4.5 pounds of garbage per person on average every day. Two-thirds of that waste could be composted, but isn’t. And half of the rest of it could be recycled, according to research from the Duke Nicholas School of the Environment, corroborated by studies from the Global Footprint Network and others.

Now, the city of Santa Fe wants to do something about it. Santa Fe has enlisted tech startup Rubicon Global to figure out what its residents toss in the trash, recycle or send to compost. Using data gathered by garbage collectors and trucks on their normal routes, Rubicon helps municipalities quantify their trash and pinpoint neighborhoods for improvement when they clearly need more education or different waste management services.

Funded by Nima Capital and a number of high-profile angel investors, including actor and environmentalist Leonardo DiCaprio, Rubicon Global first generated buzz as the “Uber of garbage.” It promised to make garbage pick-ups available on demand, not just at pre-scheduled times.

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