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<br /> <br /> The end of garbage - March 19, 2007 Page 1 of 4 <br /> <br /> <br /> <br /> the -~7 <br /> frugalcolor.com - l <br /> ,.Eolorful side of busin!!!_.,,) j - xe <br /> <br /> <br /> PR <br /> <br /> C KNonegcom Ct~ <br /> Powered by <br /> <br /> <br /> <br /> <br /> The end of garbage <br /> <br /> Can you imagine a world of zero waste? Cities <br /> and towns across the world - and a surprising <br /> number of companies - have adopted that <br /> goal, says Fortune's Marc Gunther f r u g a l c o l o r. c o m <br /> Marc Gunther. FORTUNE <br /> Fortune senior writer to experience the rr-join us March 14 2007: 6:21 AM side . <br /> <br /> EDT <br /> (Fortune Magazine) "Garbage," says the character played <br /> by Andie MacDowell in Sex, Lies, and Videotape. "All I've <br /> been thinking about all week is garbage. We've got so much xerox 1 <br /> of it, you know? I mean, we have to run out of places to put <br /> this stuff eventually." <br /> <br /> In 1989, America had garbage on its mind. A barge called the Mobro had carried 3,000 tons of unwanted trash up <br /> and down the East Coast. California told its cities to recycle 50% of their garbage by 2000 or face steep fines. The <br /> national recycling rate was only 16%. <br /> <br /> Today San Francisco has a recycling rate of 68%, the best of any American city, and it intends to do better. Much <br /> better. San Francisco and Wal-Mart (Charts) do not have much in common, but there is this: Both have a goal of <br /> achieving zero waste. v <br /> <br /> So do cities and towns from Boulder and Carrboro, N.C., to Buenos Aires and Canberra, as well as a surprising M <br /> and Xerox (Charts .They're making headway: <br /> number of businesses, including Toyota (Charts , Nike (Charts <br /> Toyota has eliminated all the waste from its 5,000-employee U.S. headquarters near Los Angeles. Governments O <br /> meanwhile, are stepping in to regulate the disposal of computers, cellphones, and packaging. ` <br /> E <br /> Zero waste is just what it sounds like - producing, consuming, and recycling products without throwing anything d m <br /> away. Getting to a wasteless world will require nothing less than a total makeover of the global economy, which Z <br /> n° <br /> thinkers such as entrepreneur Paul Hawken, consultant Amory Lovins, and architect William McDonough have <br /> called the Next Industrial Revolution. 4 <br /> 09 or, <br /> They want industry to mimic biology, where one species' excrement is another's food. "We're not talking here about <br /> eliminating waste," McDonough explains. "We're talking about eliminating the entire concept of waste." <br /> http://cnnmoney.printthis.clickability.com/pt/cpt?action=cpt&title=The+end+of+garbage+... 3/10/2008 <br />